350.org is an influential newcomer to the environmental movement. I was curious to hear how they got their start so I used this social media piece as an excuse to talk with some interesting people.
An abridged version of this story focused exclusively on 350.org ran on the front page of the Huffington Post’s Green section the weekend after the 10/10/10 Global Work Party mentioned below. It was featured just below a post from 350.org co-founder and aclaimed author Bill McKibben.
American environmentalists recently suffered a pair of devastating defeats in their decades-long effort to halt global warming. Progress stalled on domestic legislation to cap greenhouse gas emissions prior to a key UN summit in Copenhagen. Lack of leadership from America, the world’s second largest climate polluter, made it impossible to produce and binding international agreement at the conference. Then, a few months later, the U.S. climate bill died in the Senate.
Their diplomatic and legislative maneuvers having fallen short, U.S. climate campaigners are hoping a renewed focus on activism and grassroots organizing can provide the push needed to produce carbon emission controls. As a result, the Internet and digital media are playing a growing role in efforts of progressive organizations ranging from new climate activists like 350.org to longtime environmental agitators such as Greenpeace.
Birth of 350.org
By using the same name and web address, 350.org announced to the world in 2008 that it was a new kind of environmental advocacy organization. In choosing the odd name, the founders of 350.org wanted to communicate that their group was a science-based, single issue organization. The number comes from research, which shows that 350 parts per million of carbon dioxide (CO2) is the most the atmosphere can safely absorb without triggering catastrophic climate change.
The group emerged after author Bill McKibben and a group of recent Middlebury College graduates organized the 2007 Step It Up campaign. They collaborated with existing environmental organizations like Greenpeace, as well as other groups and governments interested in climate protection. The upstart activists described it as the “first open source, web-based day of action dedicated to stopping climate change.”
It was a surprising success.
Click here to keep reading about 350.org and Greenpeace or to make a comment.
Photo credit: 350.org (via Flickr)