The villains are hypocritical meat-eating bourgeois materialist greenhouse pigs. The heroes are those who, in the words of Ludwig von Mises Institute essayist Ben O'Neill, "[oppose] logging, nuclear waste, war, consumerism, and other evils, and [support] such good things as composting, clean transport, solar power, and protesting."
The site has all sorts of fun activities for the kids, including a calculator apparently intended to show them that they've already contributed more than their share of CO2, and that they would do well to go some place quiet and kill themselves.
I wish I was kidding. Here's the screenshot for the opening page of the when-you-should-die calculator (click to view full-sized image):
This site is supported in part by the tax dollars of the citizens of Australia (via Film Victoria). Hope you feel like you're getting your money's worth, my Australian friends.