UGG Boots Environmental stewardship
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The respectable faces of environmental activism have plucked eyebrows and discreetly applied lip gloss.

Their names are listed at the end of television shows and the start of company reports.

On a rainy Auckland Tuesday, nobody is scaling a coal-fired power station or storming a whaling ship. But they are pushing an environmental message. The rich, the famous, the as-seen-on-Shortland-Street have gathered in a Mt Eden film studio to convince government to act faster against climate change.

Actors Lucy Lawless and Keisha Castle Hughes are here. So is former vodka mogul Geoff Ross, The Warehouse founder Stephen Tindall and recently sacked Niwa scientist Jim Salinger. Roll out the green carpet the celebrity activist has something to say.

"There is no Planet B," says Lawless.

"The science is bloody obvious," says Salinger.

They take their place in front of a video camera, on the gaffer-taped mark on the floor, and prepare to take Greenpeace where it's never been before: the middle market.

Over the next seven months, local celebrities will attempt to convince 300,000 Kiwis to sign-on to a call for a 40 percent cut in greenhouse gas emissions by 2020. It's the biggest and most mainstream public mobilisation the usually radical environmental movement has attempted.

"We believe government does not feel it has a clear mandate to take strong action on climate change," says Greenpeace. "We need to change this perception."

In December, world leaders will gather in Copenhagen for the United Nations climate change conference. The Danish government is calling it the "crucial conference" where the aim is global agreement on a plan to reduce the total quantity of greenhouse gas emissions generated by human activity. New Zealand has committed to a 50% reduction on its 1990 emission levels by 2050.

That's not fast enough, says Greenpeace executive director Bunny McDiarmid.

"Most of the people in government won't be around in 2050, so they won't be held accountable. If you're being a responsible government, what happens in the next 10 years on climate change is going to be what counts."

McDiarmid was a 28-year-old deckhand when Greenpeace protest ship the Rainbow Warrior en route to protest nuclear weapons testing was bombed in Auckland harbour by French secret service agents

Climate change is, says McDiarmid, "the biggest thing humanity has faced". Bigger than nuclear bombs?

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