Toyota wanted to communicate to the public their ongoing commitment toward sustainability and resource conservation. But how do you communicate to people without using energy? We decided to work out how many joules of energy were involved in each form of communication. With the help of a MIT graduate, an engineer, radio transmission services, Fletcher pulp and paper makers and print manufactures we calculated that a newspaper ad has 11,000,000 KJs Billboard had 71,000 a DM has 1,700,000 and a radio ad has 60. So instead of doing a DM, a newspaper ad and a billboard we read them out over the radio.

FVO: The following is a billboard advertisement.

There is a headline at the top, which reads: '4.7-5.2 litres per 100 km'.

Then there's another slightly smaller line under it in brackets: 'How about the car you're driving now?' Below this is a picture of the car, driving through a windy road that is surrounded by green bushes and trees, that are ever so slightly blurred.Oh, and the license plate on the car is backwards. How odd.

It gets darker closer to the bottom of the page, especially around a line of white writing that says 'Call your local dealer today'. There's no exclamation mark though, so I'm not sure why I raised my voice.ANN: A billboard takes 71,000 joules of energy to make. A radio ad takes 60.Toyota Prius. Always conserving.