Do you do the green thing?

I met up the other day with Rod Schwartz of Catalyst to chat about social entrepreneurs, his trip to the Balkans and SSE. Having taught in a school for the blind in Bulgaria back in the dim and distant past, I was interested to hear about social business / social entrepreneurs in Eastern Europe, and the potential for the movement over there.

In the course of our discussions, Rod mentioned that he was involved with an initiative called 'Do the Green Thing', and that it was launching today....I vaguely remembered signing up to something and, sure enough, got an e-mail through today encouraging me to, well, do the green thing. Which this month is: walk more, drive less. It's kind of a We Are What We Do meets iCount meets GlobalCool meets TipThePlanet. With extra advertising savvy and web (2.0)-usability thrown in.

They describe it as: "a not-for-profit online community uniting people to act against climate change. Green Thing's basic principle is to tempt people to do one delightful thing a month and so build up a programme of green behaviour one easy step at a time".

I like it, mostly because it has a sense of humour, a bit of personality and engaging content. Whether it gets (drum roll) critical mass and really takes off remains to be seen, but there's some smart, plugged-in people behind it. And good use of the blogs/videos/podcasts/audio/wiki stuff out there, without it seeming chaotic (a challenge in itself).

Worth a bit of your valuable time.