Still under construction... In this section we propose a very effective technique for boycott that requires ubiquitous media recorders, like cell phone cameras or normal digital cameras, the use of social networking websites, and various electronic means of communication. In addition to creating a consumer aversion for a specific product
category, this technique's success relies on creating a conflict
between the interests of the targeted entity and the distributors of
its output. We call it viral labeling. The viral labeling is the first boycott technique that successfully combines online (virtual) and real life activities. To our knowledge, it is also the first scheme that effectively uses the distributor and reinforces the position of competitors. Important steps
Other sections Labeling of productsLabeling means literally sticking labels on products created by the boycotted company, at the location where these products are sold, denouncing the malpractices of this company. The labeling is NOT done with the consent of the retailer/distributor. The idea is to create an aversive effect on consumers when they see the product, and to directly communicate to them that this particular product is linked to some important social issues. Because the vendor will not be immediately aware of the label, it can be seen by many consumers. Moreover, if labeling is repeated, the vendor will eventually become aware of your practice, and will be faced with the dilemma whether to keep selling this product, which attracts attention and raises awareness about aversive issues, or to go with an equivalent product not tarnished by controversy. Labeling can be done with very low cost materials like stickers, sticky notes, writing directly on the label of the product, etc. It can be premeditated, by producing a list of products in advance and identifying local points of distribution. Or it can be accidental, whenever you discover a targeted product while shopping. Go viralThe boycott can only be effective when it takes important proportions, which means that many products of the same company are labeled at multiple locations. This task is almost impossible for a single person, therefore you must convince other people to join your movement. You can create two types of collaborators: the ones that will only reproduce your labeling action, and the ones that will label, but will also try to convince others to join the movement. The second type are the multipliers, meaning that they will make your movement grow exponentially.In order to reach other people willing to join you movement you will use the Internet. Moreover, to increase the number of your multipliers you need to make their tasks as easy as possible. We propose the following steps: Media recordingTo reach other people you need to create some type of media that will be distributed on the internet. You will need pictures or movies of the boycotted company, of the targeted products, and of their retailers/distributors. You can produce this material yourself, or you can gather it on the Internet. Try to find as much information as possible about the products and their vendors. It is also important to make a list of equivalent products, that you can later suggest as a substitution (see Suggesting alternatives for the boycotted products for the importance of a substitution). Production of mediaYou want your action to be cloned as many times as possible by other people sensitive to the issues you are raising. For this purpose, you need to produce some media (a slide presentation or a video) and distribute it as widely as possible through the Internet. You need to package all the gathered information into a poignant and inciting message.In the first place, you make a direct link between the company you are targeting and the social cause you are fighting for. You must explain your action of product labeling, and appeal to people to boycott this particular product (passive involvement), and even more importantly, to incite them to help the movement grow (active involvement). In order to lower barriers for the active involvement you need to setup a platform that others can use. Moreover, you need create the conditions for a cumulative effect, which will accelerate the process. Here's how you do this:
Use your own template for your media. The media template must contain a reference to a unique repository of information on the Internet, your blog/website, where people can contribute with new information, hence benefiting from the cumulative effect. Only the product, the vendor and the location must change in the message from one participant to another. The rest should remain the same in order to make your action easily recognizable. Using a unique media template is very important!
Technical note: the media template can be a short video containing all the sections proposed above, but missing the section about the product and the vendor (the sections in red). A marker can be included at the location where this section must be inserted by the other participants. Save the video in a widely used format. Almost anybody has access to Windows Movie Maker from Microsoft (for lack of a better suggestion). The movie can be cut at the location of the marker and the short missing section edited by the new participant can be easily inserted. On your blog/website give instructions on how to do it, and links to all needed tools. Mass distribution of your mediaYou can use email and social networking sites to distribute your media. Contact your local classical media outlets, if they decide to talk about your action you will get more exposure, it never hearts.You can combine other one-to-many communication techniques like Tweeter for example. The downside of micro-blogging is the minimal amount of information you can transmit. Your campaign can be more effective with a 3 to 5 minutes video or a 5 to 10 slide Power Point. Technical note: create a list of internet-based tools for content distribution (social networking sites, etc.), as well as a list of receptive classical media outlets. Make sure that people have easy access to guidance on how to perform the necessary tasks. Provide links or provide your own explanations if necessary. Suggesting alternatives for the boycotted productsThis helps your action by putting more economical pressure on the targeted company. They will not only loose market share due to direct loss of customers from your bad publicity campaign, but you are also making their competitors stronger by redirecting customers to them. These competitors will translate their gain in market share by acting in your favor.Another reason for giving alternatives is to lower switching costs of consumers. Sometime we are not aware of another similar product, or where to find it. Even if we learn some negative aspects about a product, some of us don't go through the trouble of modifying our shopping behavior. Giving a suggestion makes it easier for consumers to abandon the targeted product. Standard LabelsOn your blog/website (see above) you can design a label and post it as a *.JPG file (a picture) to make it available for other participants. Use the format of a business card. These standard labels can be printed by others and used in their labeling actions. The advantage of having a standard label is to increase your visibility and therefore increase the effectiveness of your campaign. Include suggestions for equivalent products on your standard label. | An example that shows the dynamics of this method  In August 2009 the "Obama joker poster" appeared on the Internet, as well as physically in Los Angeles. The image went viral on the web and was printed and posted all over the US, as well as in South America and in the UK. This shows how an action (conveying a message in this case) can be rapidly multiplied by individuals throughout the world. Some people took a more active role, inciting others to spread the message. Alex Jones from Infowars.com produced a Youtube video (The Joker Talks to Police About Obama), inciting his listeners to propagate this message with a 1000$ contest. See some of the reactions of his audience: Obama Joker Posters Take Over Minnesota, Obama Joker posters in San Antonio. A good example of viral labelingMore Information
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