This campaign uses several information and communication technologies (ICTs) - the internet, television, and viral video (click here for one explanation) - as a method of international grassroots organising. The platform on which all of these new technologies are being used is Avaaz.org, where organisers hope to empower "ordinary people" from all around the world to directly contact key global decision-makers, corporations, and the media. The core strategy, then, involves responding to an increasingly inter-connected world (where, Avaaz believes, the actions of political leaders and corporations are having a profound impact on all of us) by building "a powerful movement of citizens without borders" who "might not have the resources of governments, corporations or the media". The thinking is that technology can be a tool to enable diverse, everyday people to work together to lend voice and call for change on major global issues like poverty, climate change, human rights, and global security.

Specifically, available in 13 languages, the Avaaz website provides a platform where visitors or members can read about, watch, participate in, and/or comment on a variety of campaigns; click here to learn more. To cite only a few illustrations of Avaaz activities/approaches:

• Avaaz has run a global TV ad campaign called G8 Wake Up Call (which one may watch online). Launched virally via email and social networking websites, the ad campaign ran in 5 country capitals. Subsequently, Avaaz delivered a petition (signed by 400,000 Avaaz members) to the German chair of the G8 ("Group of Eight") Summit in June 2007.
• Over 100,000 Avaaz members from around the world sponsored billboards in Israel and ads in major Israeli, Palestinian, and international newspapers calling for real peace talks.
• In September 2007, Avaaz asked people to send an email message to their trade ministers and government leaders in advance of the World Trade Organization (WTO)'s proposal of new global fishing rules. To foster participation, Avaaz indicates the following "simply enter your name, email address, and country. The Avaaz database will look up the right person to contact. You can edit the model message on the right - or just hit send."
• There are also a variety of online petitions that may be signed, as well as a blog. By signing up to receive updates from Avaaz, members receive emails and text messages alerting them to new campaigns and opportunities to act online and offline.

Conflict, Rights, Environment, Development Aid, Fair Trade, Globalisation.

The organisation Underground*, which developed the G8 Wake Up Call ad campaign (described above) for Avaaz, will be monitoring the efficacy of TV and viral video as a means for international grassroots organising.