The World Wildlife Fund (WWF) is using Twitter to stage a global online event today. Titled “What a Difference a Day Makes,” the goal of the event is to encourage people to share the ways in which they help to make the world more sustainable.
The WWF is an international non-governmental organization that focuses on conservation, research and restoration of the environment. It is the world’s largest independent conservation organization with over 5 million supporters in more than 90 countries, Their efforts contribute to approximately 1300 conservation and environmental projects around the world.
The group’s mission is “to halt and reverse the destruction of our environment.” With the “What a Difference a Day Makes” event, the organizers are seeking to draw attention to the fact that all around the world people are recycling, conserving, and making ethical purchasing decisions. The overarching message is that millions are engaged in efforts to create a sustainable world, and together we can make a difference.
This WWF campaign is similar to the annual Earth Day event celebrated on March 28. Earth Day organizers asked participants to report their green actions online. This year’s event logged almost one billion acts of green. An April 22, Earth Hour is another annual global campaign. Event organizers asked people to show their support for the green economy by shutting off their lights for one hour at 8:30 PM local time. Although these events are often maligned by eco-purists, as reviewed in an article entitled “Silencing Earth Day Critics,” such comments are unproductive and unwarranted.
Sustainable global events like the ones cited above illustrate that social media can be a humanizing force. Because hundreds of millions of people are easily accessible at any given moment, social media has extraordinary reach. The need for collective action on the environment makes social media ideal for the dissemination of the green message.
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