Save the world through ChatRoulette!
It’s the latest innovative use of social media to advance environmental and social causes. I think it’s brilliant, and shows how dynamic and forward thinking the environmental movement can be.
It’s a lesson in utilising “new” media. It’s also a lesson in infiltrating zones of indifference.
News came through yesterday of Greenpeace’s amazing victory over Nestlé. After the outrage caused by the provocative Facebook and YouTube Greenpeace campaign, Nestlé announced a change in it’s sourcing policy, essentially acting to reduce rainforest deforestation. It was an incredible success by Greenpeace, highlighting the asymmetrical power of social media to influence stakeholders to alter their behaviour.
“With nearly 1.5m views of our Kit Kat advert, over 200,000 emails sent, hundreds of phone calls and countless Facebook comments, you made it clear to Nestlé that it had to address the problems with the palm oil and paper products it buys” Greenpeace UK
This is only the beginning in real and significant changes, that will begin with the actions of average people online. Social media can effectively aid environmental and social organisations in their aims. Time to use ChatRoulette for more than just flashing strangers. See you there!
Climate Communications 