2. Who is Driving Who?

3. Who is driving Who

4. Web 2.0

5. Coke Campaign: Directed, Do this campaigning

6. Iceland Whales Pledge

7. Defending our Oceans

8. IGO/Defending the Whales

10. Green my Apple

12. Apple Users in the driver’s seat

13. Email to take the message to Jobs

14. Tagging and Social Networking sites

15. Technorati to reflect the buzz

16. Desktop viral: Hug your Mac

17. Video E-card on YouTube to publicize the campaign

18. Banners and bugs to make the campaign easier to promote

19. Perpetual Beta: Feedback site for suggested improvements

20. Creative Commons content for remix

22. 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…”

23. Result

24. Who is driving Who: NGOs are driving and enabling individual activism

25. Who is driving who? Individual activism is changing the way NGOs campaign

26. Vonnegut and Global Warming