As part of our MBA curriculum, we devised a project to understand how social media can be used to create awareness about important issues - such as global poverty and child hunger. We partnered with Amazon and developed a web store: http://cookingthingsup.amazonwebstore.com/ -
where all proceeds are donated to the World Food Program and fight child hunger. As part of our research, we also created a blog http://cookingthingsup.blogspot.com/ - and we are experimenting with different web 2.0 tools to understand how to "mobilize action." It's interesting to learn how powerful some of these tools can be. Let us know your thoughts. Thanks!