being green does not have to be difficult (or limited to the educated or elite), we can be sustainable and still live comfortably -

It is an attitude that we want to take into consideration when living sustainably. (not only the rich, or affluent, or educated can live sustainably)

Hence, we are looking to try and find and rethink/ recreate a new meaning for a local term

If successful, the campaign could create a new meaning for a certain value and phrase which could be ingrained as a cultural value geared towards sustainable living