"The next four years will determine the quality of life on this planet for the next thousand." These challenging words are the organizing and motivating belief of a newly launched movement that invites us to set aside cynicism and indifference and take action.
The founders are harnessing the tools and social savvy of contemporary mass media and social networks to foster a grass-roots bottom-up attack on our world's most threatening sustainability issues. They say it can be done, must be done, in just four years.
When you consider the explosive growth of Facebook, Twitter, Google, and a host of other social phenomena it may not be so far fetched. In each of those examples someone launched a concept and supplied the web space, the opportunity, and fostered the viral popular awareness to both enable and entice millions to participate.
Could the tipping point toward sustainability happen like that in just four years?
There are some very impressive backers. Weiden + Kennedy, the largest independent advertising agency network in the world (creators of Nike's "Just Do It" campaign and Lance Armstrong's "Live Strong" yellow bracelet campaign), is partnering with the Pachamama Alliance, P:5Y, and the 2020 Fund to launch the movement.
Will they make it happen? No. They won't. But those who respond, the rest of us -- well maybe together we all could.
They call it "4YG" or Four Years. Go.
