I saw this at an Masters graduate exhibition in London. It's a great piece of design that brings into readers' consciousness the ethical decision making process through mundane everyday events.
It's a clever way to introduce ethical thinking to the main stream, where ethical theories and thinking in general are seem as heavy and a deep subject to tackle. Through using everyday events that are as small as whether you'd post back to the sender a wrongly delivered piece of mail, ethical decision making process becomes relevant to the average Joe.
Also, through the understanding of the different models of ethical thinking the book becomes a vehicle of self-discovery.
It is only through raising the awareness of ethical decision making in individuals will we as a society start making the right decisions for the world we live in.
The designer of this book is called Mina Jee by the way. Find her at (www.minajee.co.uk)