In the Flow

The Nature Conservancy's latest campaign wades deep into water.

Using an interactive Web site, the organization immerses us in the issues and interconnections that swirl around water. Dubbed "Liquid Courage," the campaign shows the cool possibilities of combining environmental advocacy with social media. Along the way, it reveals the bigger picture about water.

Rather than simply sharing information, the Web site engaged me. It asked me to scroll down to begin the experience. Then, as it provided details about water, the site offered me opportunities to share what I was learning through social media. Additionally, after asking for information about where I live, it made the experience personal and brought the environment home for me by showing where my water comes from. It all progressed more like a conversation than a visit to a Web site.

The Nature Conservancy also uses Liquid Courage to connect our daily activities to water. By showing how much water we use to make things like clothes, the site gives us a sense of the whole system and our constant interaction with the environment. To tap into Liquid Courage for yourself, click here.

It's exciting to see the potential technology adds to current environmental campaigns. Advocates and organizations now have the ability to bring people into issues and connect them with the environment in ways that traditional communication formats never allowed.

Navigating today's environment-related communication is tricky, but environmental groups are jumping right in.