I just realised that writing the new book and my one thing a week stuff has mostly coincided with Lent. I was raised by strict catholics & I think there is probably an unconscious connection (even though these days I live with a North Korean communist educated wife and my 4 year old son only asked me yesterday "Why did Jethus die?")
Why not do a huge campaign next year targeting the Catholic world? It's about taking a time of restraint and expanding it beyond traditional fasting and abstinance; just like the numerous 'carbon diets'.
I know an agency who works with Telefonica in Spain and South America, I'm going to suggest it next time I meet them. Post any smart creative ideas here, but remember it's got to be un-blasphemous (no holy water saving schemes or low carbon ash etc!) There's been a few churches & blogs that came to the same idea this year but nothing large scale that I could find. NB If anyone has seen something bigger that I've missed do say and I will use in the book as an example.