When designing the Arctic Ready campaign, Greenpeace and Yes Lab decided that it would be more effective
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When designing the Arctic Ready campaign, Greenpeace and Yes Lab decided that it would be more effective to have users create satirical messages poking fun at Royal Dutch Shell, rather than just transforming the website to reflect their position on environmental issues. Based on what you know about the behavior change process, why are Web 2.0 structures so much more powerful in enticing long-term behavior change?
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Related Book For 
Strategic Social Media From Marketing To Social Change
ISBN: 978-1118556849
1st Edition
Authors: L. Meghan Mahoney
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