(11) Environmentalism

Founder of Adbusters on CNN



  Adbusters Media Foundation is a nonprofit activist network cofounded in Vancouver, Canada, in 1989 by Kalle Lasn (a documentary filmmaker) and Bill Schmalz (a wilderness filmmaker and photographer). Adbusters sees itself as an anticorporate social movement, using a method of social change it calls “culture jamming,” defined by bestselling Canadian author Naomi Klein as “the practice of parodying advertisements and hijacking billboards in order to drastically alter their messages.”

The network’s primary means of communication is its Adbusters magazine, which, after starting in 1989 with 5,000 copies, has grown into a bimonthly magazine with a circulation of 120,000.

The magazine has subscribers from around 60 countries, although two thirds live in the United States. The foundation also operates a website (www.adbusters.org) and runs its own advocacy advertising agency, PowerShift, which offers creative services to environmental campaigns and produces “uncommercials” and “subvertisements.” In recent years, Adbusters has pulled off some high-profile campaigns, including buying space on CNN to advertise TV Turnoff Week and Buy Nothing Day and purchasing a full-page advertisement in the New York Times for its Unbrand America campaign.


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