Friends of the Earth is distributing almost half a million leaflets as part of its latest recruitment campaign, which casts a critical eye on big business. The organisation is targeting its message about fat cat companies at left-leaning readers of The Guardian and The Observer. It uses an emotional pull to draw readers' attention to the environmental impact of such organisations.
Titled "Get your filthy hands off my future", the creative uses an image of a pair of hands holding the globe. A cigar is added for extra effect.
Once opened the insert points an accusing finger at petroleum companies Shell and Octel and food biotechnology company Monsanto.
Spokeswoman Sacha Tait said Friends of the Earth was stepping up its attempts to expose the environmental effects of big business. She said: "We did some initial testing of the 'get your filthy hands off my future' insert last year and from that decided to update it with our new corporate identity and do a much bigger test in the national press."
The organisation has signed up 250 MPs to an Early Day Motion calling for a Bill on corporate responsibility. Early Day Motions rarely become law but they do offer the chance to raise awareness on an issue in Parliament and draw publicity to a cause. Friends of the Earth hopes some of the issues it proposes for the Bill will be included in the Companies Law Bill due out next year and this campaign will keep the issue of big business in the media spotlight.