In an attempt to pump up its green credentials, Virgin Atlantic is associating with the environmental charity 'We Are What We Do' to launch a book for encouraging clients to make their efforts to save the world. It will even ask the customers to check that whether their flight is required or not.

The book titled Change the World from 30,000ft, is the third in a series released by the charity, which has been devised with Antidote – an integrated agency, for highlighting the concept that small initiatives can equal big changes.

Next month, 500,000 copies of the book will be given away by Virgin Atlantic to the passengers.

The new book will be the first book to contain advertising. It has already signed-up with Honda, Nokia, Shell and Puma.

The charity, 'We Are What We Do' released its first book in the series Change the World For A Fiver in the year 2004. The first book proved to a big hit, and in September last year, the charity followed it up with Change the World 9 to 5.

The integrated agency, Antidote was also on the back of Sainsbury's designer substitute to plastic bags that featured the strap-line 'I am not a plastic bag'.

It is believed that the chief executive of Virgin Atlantic, Sir Richard Branson was so moved by Change the World 9 to 5 that he approached the charity and the integrated agency with an idea of creating something similar relating to the environment and the aviation industry.