Greenpeace's "Unfriend Coal" campaign began in January 2010 amidst rumors that Facebook was going to build a coal-powered data center in Oregon. Greenpeace launched the campaign in February of that year in order to spread persuade Facebook to use renewable energy instead and thus pages were created on Facebook in multiple languages with titles such as "we want Facebook to run on 100% renewable energy." By July 2010, nearly half a million Facebook users had urged the company to stay away from coal power. This was followed up with letters written directly to Mark Zuckerberg's Facebook inbox. Television commercials, some which featured celebrity endorsements, were aired in California.
The campaign eventually spread globally with notable activity in Sweden, Uganda, Senegal, and even set a Facebook record for the most comments on a single Facebook post in 24 hours with the total being over 80,000. Over a span of 20 months, Facebook relented to public pressure and decided to invest in renewable energy instead, marking a clear victory for both users and non-users alike.
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