Sting (and other celebrities of a certain age) send out a rainforest SOS

Why is it that campaigns such as The Prince's Rainforest Project can't seem to attract anyone younger with global appeal?
Save the rainforests. Most sane people would agree it makes sense. But how do we go about deterring those who still make a living firing up chainsaws and carving their way through some of the most diverse, yet endangered habitats on the planet?
The Prince's Rainforest Project, the charity set up by Prince Charles two years ago to halt the destruction of the world's rainforests, thinks the best way is to put extreme pressure on the politicians meeting in Copenhagen for the COP15 climate negotiations in December so they work out a way to make rainforests more valuable alive than dead. This week, the project is launching a campaign called Rainforest SOS to encourage as many people as possible around the world to text their name and a short message in support of a deal.
And what do you get when you combine rainforests with "sending out an SOS"? Yes, Sting. The rainforest campaigner and world-famous musician is fronting the campaign with a short video message urging us to send our views on the matter to politicians in the form of a quick text. (The days of delivering ream after ream of signatures to the doorstep of 10 Downing Street don't exactly chime with our environmentally conscious times, not least for a cause which is urging us not to cut down trees.)
As you do with these sorts of things, you call on your mates for support. So we have stars of a certain age and demographic lending their names to the prince's highly commendable cause: Harrison Ford, Joanna Lumley, Stephen Fry, David Attenborough, Robin Williams, Pelé, Richard Branson, Daniel Craig, Rod Stewart, Billy Connolly, Vivienne Westwood, Olivia Newton-John, Richard E Grant and, of course, Sting.
And, yes, as is also standard with these sorts of things, we have a host of corporate sponsors, including Tesco. (Would that be the same Tesco accused, along with other supermarkets, in a recent Greenpeace report of selling meat linked to the destruction of the Amazon rainforest?)
Let's hope the campaign does the job of forcing deforestation up the agenda at the make-or-break climate conference. Is it really as easy as sending a text, though? I suppose – as Tesco likes us to say – every little helps.
But it would have been nice to see a campaign with a more youthful edge to it. Given that the vast majority of text messages are sent by people aged under 35, can't anyone have been found younger than Daniel Craig – aged 41 – to lend their name and fame to the campaign? And while Sting has a long track record when it comes to rainforest campaigning, there's little point denying that he and his wife Trudie Styler have a reputation for rubbing some people up the wrong way when it comes to proselytising their own brand of environmentalism. (For proof, see Marina Hyde's memorable exchange with Trudie Styler earlier this year.)
One wonders similar thoughts, too, when viewing the trailer for the music video (free to download tomorrow) being used to front the "TckTckTck" climate change campaign organised by a broad coalition of NGOs, such as WWF, Greenpeace, 350.org, Amnesty and Oxfam. Midnight Oil's 1987 hit, Beds are Burning, has been rerecorded with new climate change-orientated lyrics (it was originally a protest song about Aboriginal land rights in Australia) by a Band Aid-style collection of musicians from around the world. But, again, let's look at who turned up for the recording session: Duran Duran, The Scorpions, Bob Geldof, Marion Cotillard and Youssou N'dour are, perhaps, the better known of the 55 acts taking part. (Midnight Oil's Peter Garrett says he supports the project but says, as Australia's environment minister, he won't take part.)
Why is it that these campaigns can't seem to attract anyone younger with global appeal? If you're heading up a campaign with youthful pleas to "text in" or "download now", then surely you need to use the services of artists who are bagging number ones today rather than a generation ago? OK, maybe I'm being a bit harsh – the record is also graced by the presence of Lily Allen, Fergie, Klaxons, and Mark Ronson – but why aren't they making more of these names in the publicity rather than, say, the Scorpions?