What’s a company with a bad reputation in environmental circles to do? How about adopting one of the most beloved icons in that movement as its own.

The Lorax, we all know him, he speaks for the trees.

But now, apparently he’s also speaking for clean coal. Learn all about it in this video:

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We need more Lorax.

Now the question is,

Are you a Lorax?

Yes, I am the Lorax who speaks for the trees, which you seem to be chopping as fast as you please. But I’m also in charge of the brown Bar-ba-loots, who played in the shade in their Bar-ba-loot suits and happily lived eating truffula fruits. Now, thanks to your hacking my trees to the ground, there’s not enough truffula fruit to go ’round!

They loved living here. But I can’t let them stay. They’ll have to find food, and I hope that they may. Good luck, boys! Good luck!

Or are you a Onceler?

Now, you listen to me, Pop, while I blow my top! Trees? Ha! You speak for the trees? Well I speak for men, and human opportunities! For your information, you Lorax, I’m figgering on biggering and biggering, and biggering, and BIGGERING, turning MORE truffula trees into thneeds! Which everyone, everyone, EVERYONE NEEDS!

Then, oh, baby, oh! How my business did grow! Now chopping trees one at a time was too slow! So I promptly invented my Super-Axe-Hacker, which whacked off four truffula trees in one smacker! We were making thneeds four times as fast as before! And my profits, incidentally, were soaring galore!

We need more Lorax.

Every time you raise your voice to help wildlife and natural areas, you are a Lorax.

Every time you volunteer at your local nature center, wildlife refuge, or national park, you are a Lorax.

And every time you create habitat in your wildlife garden, you are a Lorax.