Forest defense innovation happens when Rainforest Action Network gets on Web of Change
http://www.webofchange.com/
* We took the traditional activist “banner drop” into the digital
age by sending activists to stand in view of a webcam featured on the
website of Weyerhaeuser—a major international logging company—and
unfurl a giant banner demanding respect for indigenous people’s
rights. The webcam was being streamed directly onto Weyerhaeuser’s
website and we emailed pictures of that broadcast directly to the
company’s executives.
* We flooded GM’s 100th anniversary “web 2.0” site, gmnext.com,
with images of young activists protesting at the Detroit auto show,
and overwhelming the site’s blogs, chatrooms and content rating
systems with our online audience. We forced the company to use the
site primarily to respond to our concerns and generated earned media
around that fact.
* We co-opted Citibank’s customer service “give us your number and
we’ll call you in 5 minutes” feature. When our supporters received a
call back from Citibank, they used the opportunity to voice their
concerns surrounding the company’s funding of the coal industry.
All this, and a lot more, came from the great conversations at Web of
Change. I can’t think of a better environment for fostering innovation
and taking social activist campaigns to new levels.
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