With 30 million members, Avaaz is an online organization that helps activists protest today's most divisive issues.

This article titled “Inside Avaaz – can online activism really change the world?” was written by Carole Cadwalladr, for The Observer on Sunday 17th November 2013 00.05 UTC

There are so many causes. This is forcibly brought home to me outside the Houses of Parliament one day, back in July 2013, where I am trying to locate a “Don't let Burma Become the Next Rwanda” protest. I find it eventually – there is a tableau vivant of tombstones and a pair of people dressed as Burma's president Thein Sein and David Cameron with outsize papier-mâché heads – but I'm distracted from stories of potential genocide by the activities of Stonewall and the London Gay Chorus who are also protesting, just yards away. It's a crucial day for the gay marriage vote, and while the Burma protestors are brandishing placards and chanting slogans it's a tough gig: the London Gay Men's Chorus launches into a multi-part acapella version of “I Need a Hero” and Peter Tatchell has appeared and started dancing.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in