We wanted to do more than ‘talk at’ people. We knew many already felt like we did. We knew some were doing things already. And we knew that lots more didn’t know where to start. So we created a community of unsubscribers. Our mission,  ‘bring people together and give them something to do’.

We used web tools to allow people to connect their communities to ours. We used networking gizmos to allow people to connect with each other. We recorded and displayed every action. We provided tools to allow people to distribute content and to contribute to a Flickr group. Mainly, we helped them feel less alone and less useless, and then we stood back and applauded as over 200,000 people got stuck in.