In the UK, 19-26 July is Save Our Butterflies Week. The positive impact for the little insects that will result from the promotion through the Internet of this focus week is something very new in the relationship of us humans with other species. The homepage of Save Our Butterflies Week links to a cluster of resources for human pro-butterfly activity and information about the creatures. It is also a strong call to action to save the butterflies, complete with specific instructions on several ways to help. By blogging this description of the project, I am likely to inform someone who will go to the page and end up saving some butterflies. In assessing the smart mob principles that are changing the real world, conservation websites should be included as important players.

In the UK, 19-26 July is Save Our Butterflies Week. The positive impact for the little insects that will result from the promotion through the Internet of this focus week is something very new in the relationship of us humans with other species. The homepage of Save Our Butterflies Week links to a cluster of [...]