The 79-Cent Campaign

ABSTRACT

On-line groups have carved a niche of much importance in today's “cyber-society.” This case study exemplifies how one online group went beyond its primary function of being a discussion group, to be a more productive, empowering tool for electronic advocacy. By orchestrating an effective campaign to bring to the forefront issues affecting the lives of those living with severe mental illnesses, the work of this group can be seen as an example in the effective use of the Internet for advocacy and empowerment.

Key Words:

• Electronic advocacy
• on-line mailing lists
• discussion groups
• Internet