McKibben saw the way ahead as harnessing the Internet’s multiplicative power. In 2007, with the help of six students and email’s exponential impact, 1,400 simultaneous demonstrations took place countrywide. “The thing just went viral,” McKibben exclaims, “…the biggest day of grass-roots environmental activism since the first Earth Day in 1970.” Social networking and cell phones proved most effective tools for mobilization.
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