People visit The Nag to get something off their chest and others view the thought and add suggestions or solutions.

If the crowd like the solution, they can turn it into an action, which is then shared and adoptable by the rest of the community. The idea is that anyone can start a social movement on The Nag.

The Nag was first launched in May 2007 as part of Anti-Apathy, which was also established by Rhoades to promote new and creative approaches to engaging audiences in social and environmental issues.

The new Nag, however, is different. Rhoades explains: "The new Nag is no longer a platform that gives top-down messages from official experts who say you must do this or that to have more sustainable communities. People are fed up with the endless lists of ‘ten things to do’. We’ve turned this model upside down and given the voice back to the grassroots. The people are now the experts collectively. Their local knowledge, personal experience and general know how is what drives the solutions and actions."

She adds: "The power of online generated crowd power is a force to be reckoned with. We are seeing examples every day: from flash mobs in Iran to the rapid mobilisation of grieving fans following Michael Jackson’s death. The ability of large groups with common interests to quickly self-organise at low or no cost, assemble and take action is a game changer. The Holy Grail for us is to take these forces and get people to act and engage in social and environmental issues on a grand scale."

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