Although British Columbia is known for its rich biodiversity, it has no endangered species legislation. With both the B.C. provincial government and the national government in Ottawa actively debating endangered species legislation in 2000, there was a real opportunity for public opinion to influence the outcome. BCESC Executive Director Kate Smallwood knew there was substantial public support for endangered species protection in B.C., but she needed a creative way to coordinate and project the message. This small nonprofit had a limited budget for traditional media channels such as print, TV, or radio. So, Smallwood turned to the Internet as a low-cost alternative to amplify a strong wave of sentiment for endangered species legislation. Click here for the full document.