Found in a banner ad on a TorStar item promising an end to the recession (dr say it kills ya but don't say when) here's a very clever and clued-in tourism campaign by the World Wildlife Federation and the Canadian International Development Agency. The premise is pretty simple, really: They give you excellent and intelligent advice to help plan your vacation, and they hope in exchange that you will buy a tasteful t-shirt with proceeds going to preserve the very ecosystem you're planning to trod.

Win-win if you ask me. I hope it works.