Tonight at 8:01 PM the One Million Acts of Green campaign passed the one million mark.

In just over a hundred days the campaign has attracted thousands and thousands of users from over 50 countries and over a million acts of green.

Now full disclosure, I work on this campaign, but I do think it represents another significant milestone for online campaigns at the CBC. This campaign lived on several different shows. The Hour had the lead but CBC News: Morning, Living, Steven and Chris and CBC Kids also contributed and no single show totally owned the initiative. It was a network initiative.

It also spanned across different platforms, there were many television and radio elements, but most of the action was on the internet – where people did the Acts of Green. That content was fed back to the programming units.

In effect the online activity drove some of the broadcast programming. The model was essentially the reverse of how we usually devote our resources – concentrating on television and radio broadcasts, and then re-purposing that content for the internet. In this campaign the online content became the broadcast content.

The campaign was also unique in that in relied on a social network to achieve a single goal – to get to One Million Acts of Green – as oppossed to dispersed activity in countless clusters that is the norm for social networking sites. And it worked.

Thanks to one great idea and the participation of thousands of Canadians.

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