If you haven’t watched this video, you should check it out. Definitely worth 30 minutes of your time. I was shocked at what I saw, but I was also struck by how brilliant they are at marketing. Many of our large organizations and politicians can learn a lot from them. They took a simple idea that few people had heard of and/or cared about and turned it into a global revolution already.
How did they do it? They took it to the people. They enabled people to embrace the idea, to communicate about it and to share it. During the 30 minutes of watching the video, their Facebook page gained over 3,000 likes. That is practically unheard of. By telling personal stories and allowing users to engage with their “brand” (I don’t like calling it that, but it pretty much is) by purchasing widgets–posters, bracelets, clothing– that told the story. It allowed them to personally express themselves through these items.
I have over 20 friends who have shared the video on Facebook which made it difficult for me to ignore. It is trending on Twitter as well, which opens up the conversation for their hundreds of millions of users to engage as well.
They made the issue impossible to ignore. They encourage people to own the problem. They made people a part of the initiative and welcome them with open arms. And that’s all we want, isn’t it? To become a part of something bigger than ourselves.
Kudos. 
That’s a good answer to a tricky question