Is economic growth at the root of the environmental challenges we're struggling to get to grips with? That's a central tenet of the diagnosis for the 100 Months campaign from our hipster friends at the New Economics Foundation.
But how to illustrate this argument? Enter: The Impossible Hamster, twitchy growth-based anti-hero. nef have also produced a report, Growth Isn't Possible, and so both boxes of the modern campaigning strategy are very much ticked: solid research backed up by meme-hugging hamster video.
So, what do you reckon? Is growth the key problem? And does the hamster take your fancy as the unlikely hero of the fightback?