Monthly Archives: May 2007

Theo Jansen







Theo Jansen is a Dutch artist/engineer who makes these amazing wind-powered creatures that wander the beach near his native Delft. These may be walking exoskeletons, but their movement is so compelling — they trick my brain into thinking it’s tracking a living creature.

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Cute vs Whaling

This kid is making a stand for the whales in the Big Blue March this Sunday, May 27th. Are you?

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When the cities lie at the monster’s feet

Over the long holiday weekend here in Amsterdam, famille Fitzgerald took the train to the Champagne-Ardenne region of France where our neighbors have a run-down farm house they’re fixing up, much like the run-down farm house Martha and I fixed up in Italy many many years ago. We camped out in their back yard, a lush valley field alongside a stream, and reminded ourselves what birdsong sounds like, what stars look like, what life without plumbing or cell phones is like. How it feels to stare into a fire after a long day of manual labor and reflect back over the generations of human beings who have stared into a fire after a long day of manual labor.

I helped my neighbor raise a roof for an outdoor shelter he was constructing entirely from scavenged and recycled materials, felt the heft of a hammer and the bite of a saw, the ache of shoulders that are more used to typing than lifting beams.
We made peppermint tea from peppermint picked from the field. We ate bread that had been baked from grain ground locally, at a mill run by a water wheel. We drank wine that had come from the vineyards that bordered the farm.

And I despaired a bit at how much knowledge of being self-sufficient I’ve foreswarn with my urban lifestyle of the past few decades. There was a time I lived on my own in a cabin in New Hampshire, with snowmelt for water and a woodstove for warmth, a lantern for light and not much else. OK, after one winter I confess I was bored out of my skull. But I learned so much in that season. I learned to know the wood I was splitting was oak, because it smelled like ketchup. I learned what I could and couldn’t eat right out of the forest. I knew the owl that hunted by moonlight on the slope below my porch, and the footprints of the wee creatures that were his prey. I learned so much that we as a species used to know about survival, and can only imagine what 40 odd years of accumulated experience might have taught me.
And part of me wonders it that isn’t the education I should have pursued, or the education I need to pass on to my kids. Because if we don’t lick the problems of climate change, these may be the skills that future generations will need to have, not because of the romanticized Emmersonian impulses that drove me, but because living off the grid, and out of the cities, and from the land is their only option. It may already be the only responsible option. Dark, these thoughts. A line of thinking that Robinson Jeffers caught in a poem I learned by heart in that cabin in New Hampshire, which has new poignancy with the carbon peril, and the fact that I, like Jeffers, now have my own two sons to give advice to:

SHINE, PERISHING REPUBLIC

While this America settles in the mould of its vulgarity, heavily thickening to Empire,

And protest, just a bubble in the molten mass, pops and sighs out, and the mass hardens,

I sadly smiling remember that the flower fades to make fruit, the fruit rots to make earth.

Out of the mother; and through the spring exultances, ripeness and decadence; and home to the mother.

You making haste, haste on decay: not blameworthy; life is good, be it stubbornly long or suddenly
A mortal splendour: meteors are not needed less than mountains: shine perishing republic.

But for my children, I would have them keep their distance from the thickening center: corruption

Never has been compulsory, when the cities lie at the monster’s feet there are left the mountains.

And boys, be in nothing so moderate as in love of man, a clever servant, insufferable master.

There is the trap that catches noblest spirits, that caught–they say–God, when he walked on Earth.

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Top 25 Censored Stories

Here’s a sobering list of stories that haven’t commanded enough attention in the media, relative to their importance. “Censored” is bollocks — Amnesty International’s irrepressible.info campaign provides daily examples of real, active censorship — these are simply stories which scream out “PAY ATTENTION” to any rational human being of moderate intelligence but lack the media power to compete with Britney Spears’ anatomical revelations or the compelling narrative of a TalkRadio Bigot’s fall from grace. Y’know, news that matters. Unlike, say, the nice little conspiracy against net neutrality being run by cable companies and broadband providers who are trying to ensure that they can purchase fat pipes into the zeitgeist and filter their competitor’s content from the web (along with anything they find antithetical to their “Shut up and Buy” agendas) (#1) the collapse of the Oceans (#3), Genocide in the Congo (#5), the dangers of Genetically Modified Organisms (#11,#13), the discovery that we’ve been underestimating the rate of forest destruction in the Amazon by 100% (#19) or Halliburton selling nuclear technology to Iran (#2). There are 18 other worthy but underreported stories about “our world, and welcome to it” in this collection.

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E-campaigning Forum Live Blog?

I was off my game. Between a nagging cough, the stress we INFJs always go through when we do public speaking, and the added fun of a job interview by phone smack in the middle of the conference (we’re restructuring in the Greenpeace Comms Department), I failed, utterly, to capture the workshops I attended at the e-campaigning forum in Oxford.

Fortunately, Martin Lloyd is mumbling no such excuses and has done a great set of notes here.

And Dan wrote up the most talked-about workshop of the forum: internet freedom.

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Who’s driving whom?

I’ve just uploaded the presentations I made at the E-campaigning forum. One, Who’s Driving Who, is from the public event and charts a short history of Greenpeace online participatory campaigns, including Green my Apple. It’s intended for a general (though web savvy) audience.
The second, Green my Apple, dissects the participatory aspects of the campaign and looks at the way we used Web 2.0 tools and the role of the audience. It duplicates the Green my Apple section of the first presentation, but expands it out with some web metrics and tips. It’s intended for other online campaigning practitioners. They’re big files, I was hoping Google’s presentation software would be online by now so I could make them web-friendly. But alas, it looks like Google was busy with the excellent new Google Analytics interface. Happy me, when I got up at 5am the morning before my presentation to add metrics, GA had gotten pretty overnight! Woo Hoo!
I couldn’t bear to export these presentations as web pages in the native Powerpoint format. Bit like putting a souffl � through a meat grinder.

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Evaluating e-campaigning impacts

In an e-campaigning forum workshop on campaign impacts, Glen Tarman of the Trade Justice Movement drew my attention to the Make Poverty History evaluation which Duane Raymond undertook at the end of the campaign. It’s a massive piece of work, with some extremely useful measures against best practice benchmarks, from macro to micro.

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Advice from Avaaz

Ricken Patel, the Executive Director of Avaaz, and I presented today at the e-campaigning forum in Oxford. Here’s some notes on Rick’s excellent introduction to Avaaz’s Do and Don’t Do list of online activism, and their unique new perspective on global campaigning.(These are raw notes. Typed fast. Let a thousand typos bloom.)

Avaaz is, according to their FairSay introduction, an “international campaigning organisation making strategic use of the Internet to help achieve their campaigning objectives. Avaaz is the latest example of a participation-led campaigning model exemplified by MoveOn in the USA and GetUp in Australia that have started to transform US and Australian politics over the last few years. With Avaaz operating in the multiple languages and attracting members in multiple countries, including the UK, it is quickly becoming a major player in international politics.”

There’s a particular vocabulary which we use internally as guideposts to where we focus our activism:
Find a crisitunity (crisis plus opportunity) This is why this is urgent now. Need a moment. Response rates soar when you are dealing with something in the news now.Tipping point: the world is going to go one way or another, but if you take this action now, you effect whether it goes this way or that way.

Actionability: How convincing is it that my action is going to change something.

Winnability: If we go up this ladder, we’re going to get there.

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Live Blog from Who’s Leading Who

Fast and raucous notes from the other presenters in Oxford at the E-campaigning Forum’s public event, Who’s Leading Who?

It was all good content, but the presentation that really blew me away was Jon Parsons of the Woodland Trust, and his Native Wood Hunt website (still in Beta) which gives people a mapping tool for finding, identifying, and protecting 500 year old trees all over the UK. Jon is just a great, empassioned champion of ancient trees and he’s building a gloriously intricate and beautiful tool for doing something about keeping them from falling anonymously to the developer’s chainsaws. “Many communities walk by these trees every day and have no idea how old they are. Simply identifying them, and giving school kids a chance to name them and learn about their history and their stories, can be a powerful way to ensure that somebody speaks up when someone wants to cut them down.” Magic.

As ever, I don’t tweak my raw notes so WYSIWYG. The wisdom nuggets and snicker captures that are here are embedded in a sea of typos and misspellings. Selah.

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Sweet, green apple

Parody ad by Brian Fitzgerald for Green my Apple

Green My Apple

It’s nearly midnight, and tattered remnants of Team Green my Apple are still in the office. Zeina is practically hoarse from whooping. Elaine has gone home after a marathon Flash coding exercise to change the front page of the Green my Apple site. Tom is at home with his newborn baby Mia, but here in spirit. We’ve got a webstory up and an ezine out, all in a matter of hours after we spotted something we’ve all been waiting for on apple.com: a beautiful little badge, in green on a recycled oatmeal paper background, saying “A Greener Apple” and linking to a letter from Steve Jobs saying “Today, we’re changing our policy.”

There aren’t many campaigns where the CEO of your target steps out and responds directly to your demands, and while Apple hasn’t gone far enough to, as Bruce Sterling blogs, Call the Greenpeace dogs off (and Bruce, as an official Mac Hugger, is one of those dogs!), he’s certainly done a Big Thing in acknowledging the will of his shareholders, customers, and employees for Apple to be a green leader.

Comment in the blogosphere seems divided between those who see this as Jobs’ revelation that Greenpeace was wrong and those who see this as the confirmation that Greenpeace was right — or at least acknowledge that Apple has moved. Jobs’ letter was an excellent piece of communication, weaving intentions with accomplishments to create the impression that it has all been a simple failure of Apple to express adequately how green it already is.

But Apple has moved, and it has been moved by its own fans. The decision to remove PVC and Brominated Fire Retardants from the product line by 2008 is not only new and precisely what the campaign was asking for, it’s more ambitous than any other manufacturer’s schedule. Michael Dell is phasing them out by 2009, so it may be time for him to up the ante by moving his deadline up, though he has already challenged the industry to adopt a worldwide take back policy, a challenge Apple has not risen to.

We’d been expecting an announcement from Apple previous to their AGM, and while speculation was rampant about what we’d get, this is pretty close to our expected scenario: a good, meaningful step in the right direction, and some indications of far more forward-thinking developments to come.

There’s no describing what today was like. We’ve been on adrenaline overdrive since 7pm, it’s now past 3am, and I don’t want to let this day go. This has been a tremendous confirmation of the power of consumer campaigning. It’s been a great example of Greenpeace 2.0, executed by a knock-out team of the finest troublemakers you’d ever care to meet.
A Webby Award and half a campaign win in the space of two days. It just doesn’t get much better than this.
Selah. And so to bed.

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Webby for Green my Apple!

Woo Hoo! I confess to being a bit disappointed we were outgunned on the People’s Voice award. We won the Judged prize instead, which of course is great too, but as I wisecracked to Tom Dowdall it’s a bit like the Trotskyite Revolutionary Cell winning the Better Business Bureau award for excellence: we’re a People’s Voice kind of outfit, after all, and the blessings of experts means less to us than the will of the masses. But the Save the Internet campaign was a worthy opponent, and with their million-email mailing list it looks like they made and 11th hour push that landed them the covetted prize that was so nearly in our grasp. But “Save the Internet” say we all, for without a democratic web, campaigns such as Green my Apple would be far harder to run.
Here’s the entry I just wrote for Making Waves:webby.jpg

Green my Apple has won the Webby Award for best activist site of the year. This means we need to figure out some way to divide the goofy springy award thingamawhatsit between all the Apple fans around the world who have donated their time, their creativity, their blog entries, banners, and t-shirt designs asking Apple to become the Green leader we know they can be.

The winners were chosen from nearly 8,000 entries from 60 different countries.

The judging panel consisted of: David Bowie, Harvey Weinstein, Matt Groening, Jamie Oliver, Internet co-inventor Vinton Cerf, RealNetworks CEO Rob Glaser, The Body Shop president Anita Roddick, and R/GA CEO Bob Greenberg.

It’s a victory that has a bittersweet taste, in that the Webby Awards celebrate a world made possible by the very electronics industry which our e-waste campaign is challenging, and which our Green my Apple project is but a part.

As the world buys more and more products with shorter and shorter lifespans with which to access the web, the mountains of e-waste in Asia and India grow larger. And until the worst of the toxic substances those computers, telephones, and other gadgets use are phased out, more and more people — many of them children — will endanger their health when they scavenge for parts and material.So as we join the bragging parade of Webby Winners, we also take a moment to think about who bears the cost of our digital lifestyle, and how much we look forward to the day when we can buy our gadgets secure in the knowledge that they don’t contain poisons, and that they’ll be recycled responsibly. And we hope that the day comes soon when all of us who have advocated for that future can share in the button-popping pride that comes from winning not just an award, but a campaign.

Ask Steve Jobs to make Apple Green.

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