Consciousness-raising techniques

My biggest worry after hearing about this strategy is the thought that it might change more Canadian minds on global warming than anything that's been done yet:

Many Canadians go to their local outdoor hockey rink to skate and live the dream of scoring that winning Stanley Cup goal.

But this quintessential slice of Canadian life in wintertime is slowly melting away because of global warming, says a collection of young environmentalists...

(T)he campaign, launched over the weekend, has been joined by about a dozen environmental groups, including the heavy-hitting World Wildlife Fund.

Hudema said volunteers "frustrated with having to play hockey games on slush" have already started to hand out postcards at NHL games across the country urging people to pressure Ottawa to take action.

They are also organizing a series of protest outdoor hockey games. One game scheduled for Whitehorse was cancelled last week because of warm weather.

It's certainly an innovative focus for the environmental movement, and to the extent that the campaign may change some minds I'll have to give due credit to those involved. But I'd hate to think that anybody could genuinely be more willing to act based on concerns about outdoor hockey than based on the combination of extreme weather, melting icecaps and rising water levels that's already well within the public consciousness.