Former US vice-president Al Gore’s film An Inconvenient Truth, which details the affects of global warming, has become the third-highest grossing documentary in the United States to date. It seems the film’s message is not lost on Australian audiences either, according to Dr Mark Morrison from Charles Sturt University’s (CSU) School of Marketing and Management, Bathurst Campus. He is working on a CSIRO project looking at the value the community has for reducing global warming.”We are measuring the community’s willingness to sacrifice future income to mitigate the affects of global warming. It is very interesting - we are finding that although about ten per cent of people don’t want to sacrifice any income, there is a very large proportion who don‘t care about the cost, they just want it fixed.” He says the preliminary findings were presented at a conference in New Delhi recently.