"As part of the effort to mobilize the public to tackle climate change, several U.S. environmental groups plan to launch a large initiative in 2013 based around engaging young people through social media..."

Earth Day's ups and downs reflect changing environmental movement - World - CBC News

As part of the effort to mobilize the public to tackle climate change, several U.S. environmental groups plan to launch a large initiative in 2013 based around engaging young people through social media and crowdsourcing ideas on green technologies, renewable energy and others means of mitigating the factors contributing to climate change.

The aim, says Hayes, is to create "a huge public consensus-building exercise that hopefully will have some political consequences."

"In a sense, it's a climatic Arab Spring," said Hayes. "Climate has been mostly a television issue. It's something where people preach at other people or, in the case of Al Gore's movie, they provide a film, and you go and you watch it. But it's not a computer kind of issue where you are involved and engaged in doing something yourself.