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There has been a huge shift in environmental, conservational and ecological activities in recent years with awareness being literally available at the click of a button.
Especially in New Zealand, where we still maintain an image of being "Clean and Green", there is greater involvement from the public to see that our country retains the right of such a tagline.
To see examples of how people are taking a stand, check out the following Youtube channel:
http://www.youtube.com/user/deepgreenvideo