One more volunteer mobilisation video from Greenpeace to share while we’re on the topic. I think this one’s particularly unique and compelling for (at least) two reasons:

1. Global reach :: As many activisits within the 350.org network would attest, there’s something particularly powerful about joining a global day of action — especially one that your target doesn’t know is coming, as is true for this action. Videos like these show supporters and volunteers that they’re part of something larger than themselves — that their local (and perhaps small) event adds up to something larger and more powerful.

2. Online to offline to online :: You can’t coordinate, organise, or participate in an offline action like this without a great deal of coordination — which usually takes place with the help of technology. Then much of the storytelling, media, and word-of-mouth about the local, offline actions happens online through videos like the one below.

The video below recaps Flashmobs taking place in 29 cities in late July — all at once. More than 600 people danced and stripped outside Adidas and Nike stores in 29 cities in 10 countries for the Detox Campaign challenging sportswear leaders to eliminate hazardous chemical releases from their supply chain and products.

I’m looking forward to learning more about the mechanics behind this campaign from those involved. One question I’m particularly curious about: How do you weight the costs/benefits of keeping the flashmobs secret (and limiting participation to those who you know and trust) vs promoting the campaign to a wider audience to get more locations involved but risking discovery.

What questions do you have?

The campaign launched in July (see campaign page); as of now, Nike, Adidas, Puma and H&M have committed to Detox in response to the growing international campaign. Other top clothing companies still need to get a move on, to Detox their brands and help Detox our future.

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