Future:Media:Change

Campaign directors from TckTckTck, 350.org, and Avaaz are hitting the LiveStream momentarily to talk about distributed campaign models. They will look at the success of climate actions this year, like this weekend’s The World Wants a Real Deal mobilization. These groups have teamed up and used technology and media saavy to generate incredible coverage for the movement. Learn how, and ask your questions by using the tag #freshair on Twitter.
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It’s been an incredible day here in Copenhagen with thousands taking to the streets to PEACEFULLY demand a Real Deal from the UN Climate Conference. However, amongst the great signs and startling images, my favorite moment was when a giddy Desmond Tutu took the mic to declare the day a success, and added in his own version of the Dean Scream.
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Do you need millions of people to produce a movement? The answer is clearly no. What you do need is a very coordinated message that people can mobilize around and a lot of creative energy. The 350 Campaign amassed a pretty significant amount of action in a short period of time; 19,000 pictures, 5,245 actions taking place in 181 countries all around pushing the message against global climate change. How did they do it?

It should be no surprise that a video of models dropping layers of clothes would be a YouTube hit. What is surprising is how the video came to life — through the creative energy of one of the models and a clever production company, but with no official connection to the campaign they were promoting. The user-generated product has viewer stats on par with another recently released climate video that is full of celebrities and big names. Is there a lesson for NGOs in this?