Example: Video about Doritos from SumOfUs
SumOfUs is a movement of consumers, employees and shareholders who want to counter the growing power of big corporations. They use slacktivists to address social issues. In late January 2015, SumOfUs launched the above commercial to draw Doritos’ attention to stop cutting down rainforests and creating palm oil plantations.
SumOfUs creatively captures the attention of consumers and then encourages them to take a low-threshold action. In this way, SumOfUs creates attention for the growing problem of deforestation due to the arrival of palm oil plantations.
Example: Amnesty’s Shell campaign
In 2010, Amnesty International launched the successful Shell campaign, in which online activism having to repeat your problem to different assistants was part of the communication strategy. Naomi McAuliffe is Poverty and Human Rights campaign manager of Amnesty International (UK) and says she is grateful for the slacktivists.
Amnesty combined the
efforts of slacktivists with offline campaigns to generate more effect. They called on people to south africa numbers take offline photos of Shell petrol stations, with the S covered. These photos were then uploaded to an online overview. Slacktivists also tweeted to Shell the request to organise a chat session is blogging important? not dead to answer questions about the situation in Nigeria. Result? After two weeks, Shell organised this chat session in which 445 slacktivists participated and 60 questions were answered.