Prince Charles -- joined by his sons, Princes Harry and William, and celebrities Daniel Craig, Robin Williams and others -- is launching a new save-the-rainforest campaign today. The Prince's Rainforests Project is aimed at raising awareness of our impact on the planet, and it doesn't beat around the bush. The top linked article at the time of this writing is an Independent piece titled "How Britons Fuel Destruction of the Rainforest."
The campaign is remarkable in that it's the first time that royals have used the internet so aggressively (there's a Myspace arm, for example) for a cause.
The Prince has been an environmental advocate for quite a long time, but has found significantly more receptive audiences in the last decade.
In this video, he talks about why he's using the internet approach and introduces the campaign's first celebrity-laden trailer.