Who is Driving Who?

Who is driving Who

Web 2.0

Coke Campaign: Directed, Do this campaigning

Iceland Whales Pledge

Defending our Oceans

IGO/Defending the Whales

Green my Apple

Apple Users in the driver’s seat

Email to take the message to Jobs

Tagging and Social Networking sites

Technorati to reflect the buzz

Desktop viral: Hug your Mac

Video E-card on YouTube to publicize the campaign

Banners and bugs to make the campaign easier to promote

Perpetual Beta: Feedback site for suggested improvements

Creative Commons content for remix

Results (March 2007)• 470,000 Google references • 4,070 Blog entries• 50,000 letters to Steve Jobs• 1,000,000 Unique Visits• 10,000 newsletter signups

• Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”

Result

Who is driving Who:

NGOs are driving and enabling individual activism

Who is driving who?

Individual activism is changing the way NGOs campaign

Vonnegut and Global Warming