"Twitter Storm" Puts the Social into 'Innovation' Ahead of Rio+20
Last week, ahead of the UN Earth Summit in Rio, high-profile support for #endfossilfuelsubsidies social innovation campaign helped it to the top trending topic in the U.S. and second place globally. Climate and anti-poverty activists launched a 24-hour 'Twitter Storm' against the hundreds of billions of dollars of government subsidies paid each year to the petroleum and coalindustry, despite the global economic downturn and the rise in emissions.
The social innovation media campaign was supported by Robert Redford, British Actor Stephen Fry, Leonardo DiCaprio and actor Mark Ruffalo, along with politicians and environmentalists. Activists in the U.K. from organisations such as Avaaz.org, Friends of the Earth and 350.org delivered a petition of more than 750,000 signatures calling for an end to fossil fuel subsidies to 10 Downing Street last Monday 18 June. Similar petitions will be presented in other countries.
The online demonstration came as negotiators at the Rio+20 Sustainable Development Conference remained divided over proposals to phase out the provision of public funds to carbon dioxide polluters. Saudi Arabia and Venezuela, big oil-producing countries were blamed for holding up progress on this issue. Ensuring they created a continuous buzz with pressure, campaigners behind this social innovation campaign projected tweets on the Sydney Opera House and projected tweets in London, New Delhi, New York, and Rio. It was all part of a concerted strategy where on Sunday 17 June a demonstration in Rio took place; a huge trillion dollar bill was unfurled on Copacabana beach marked with calls for an end to the subsidies.
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Sangeeta Haindl is a staff writer for Justmeans on Social Enterprise. When not writing for Justmeans, Sangeeta wears her other hat as a PR professional. Over the years, she has worked with high-profile organizations within the public, not-for-profit and corporate sectors; and won awards from her industry. She now runs her own UK consultancy: Serendipity PR & Media.
