Social PR 2.0 and viral marketing in a new form

In economic downturns, people are less willing to donate to charity. But then, they are likely more willing to spend their time—the new currency—or other resources to support a good project. The new Austrian platform SOS Mother Nature, initiated by the Austrian environmental organization Global 2000, works with this assumption: It gives people an opportunity to support the fight against global warming simply by creating a profile and spreading the word by providing a new-media channel like a personal Web site, an online banner, a screen saver, wallpaper, e-mail, mobile or SMS. SOS Mother Nature platform gets an enormous below-the-line push for free, while participants get a quieter conscience and little bit of publicity too.