Thinking more about this and that I'm even more convinced that the way to encourage responsible energy use is not through one huge centralised campaign but through a bundle of little things with different actions and motivations. Gavin calls them microcampaigns - like his simple and brilliantly obvious Iveswitched. And there are things like walkit. And the small steps that Jon talks about.
And it strikes me that the best thing that marketingland can do here is swing in behind these things and start donating imagination and cash to try and make some of them 'tip'. We need to support the people with the passion and the ideas.
(Picture from Gavin's flickrstream)