Just finished drafting this note to share with friends and colleagues about my next step…
I’m writing with some exciting news. I’ve accepted an opportunity to launch a global digital mobilization lab with Greenpeace. I’ll be starting in August as the Global Director of Digital Innovation.
It’s an incredible opportunity to not only work on issues close to my heart but also go deeper with much of the online engagement and digital campaigning work I’ve been doing with EchoDitto for years — and that I first got a taste of way back on the Howard Dean campaign.
The Lab will be working with wildly talented Greenpeace campaigners in some 42 countries to help push the known boundaries of how we engage people in online campaigns. We’ll be serving (and learning from) allies outside of Greenpeace as well. The plan is to build a team that can experiment with everything from tried and true tactics to newer and emerging opportunities for online advocacy, fundraising, marketing, and communications.
Here’s the official announcement about my new role and the vision:
As you might imagine, accepting this opportunity means I won’t be able to continue in my current role at EchoDitto. Perhaps naively, I never pictured leaving this organization that I love so much; it’s been a dream to work with such an incredible team on world-changing projects and clients. I plan to stay connected to EchoDitto as a founder and owner / board member — and am looking forward to helping continue to prove the viability of this unique business model and make an impact from a different seat.
Although this is a global effort and with a great deal of travel, I’ll remain based in DC, anchoring this new unit to the Greenpeace USA headquarters in Chinatown. Come visit!
I’ve been deeply impressed with the caliber of the campaigns Greenpeace has been launching lately. Phil Radford summarizes a few of the recent wins in his announcement:
Greenpeace already has a successful track record leveraging digital strategies for its campaigns. The Los Angeles Times called Greenpeace’s recent campaign against Mattel’s package sourcing “a social media battle over the rainforest” when over 180,000 people viewed an animated YouTube video of Ken breaking up with Barbie over her destructive ways.
Last year Greenpeace rallied hundreds of thousands of supporters over Facebook and Twitter to emailNestlé about their destructive supply chain. The result was a shift away from deforestation by the world’s largest food and drink company. Back in 2000 Coca-Cola agreed to remove harmful chemicals from its refrigeration equipment — also convincing Unilever and McDonald’s to follow suit — after an online-focused campaign. Apple removed toxic substances from its products after the online public mobilized around the “Green My Apple” campaign.