Dr Seuss' fable of needless consumerism and environmental ruin, The Lorax, is half a century old this year. The 'shortish, brownish, oldish and mossy' character who 'speaks for the trees' increasingly features on placards at demos. Michael Rosen looks at the book's influence on the modern environmental movement and charts its journey from ignored to censored, embraced by the mainstream and inevitably turned into a Hollywood movie and used to sell SUVs. With Children's Laureate Cressida Cowell, Writer George Monbiot, Economist Kate Raworth, Playwright David Greig, Advertising 'guru' Rory Sutherland, Ben Stewart from Greenpeace, Steve Brezzo, Josh Golin, Terri Birkett and more. Producer: Ellie Richold