Can brotherhood be sold like soap ... online? An online social marketing and advocacy pilot study synopsis

Having engaged one billion users by early 2006, the Internet is the world's fastest-growing mass communications medium. As it permeates into countless lives across the planet, it offers social campaigners an opportunity to deploy interactive interventions that encourage populations to adopt healthy living, environmental protection and community development behaviours. Using a classic set of social campaigning criteria, this paper explores relationships between social campaign websites and behavioural change.