What is it?
Legal charity Reprieve and theatre charity iceandfire's viral, created to encourage supporters to call for an inquiry into the CIA's use of 'extraordinary rendition' as a counter-terrorism method.
Extraordinary rendition is the kidnapping and transport of terrorism suspects and others for interrogation in countries with a reputation for torture. Reprieve says a long list of countries, including the UK, has colluded with the US on rendtion flights.
Why a viral?
Partly to promote the two charities' live theatre show, also called the Rendition Monolgues and based on first-hand accounts of Reprieve's clients.
"With Obama's election, many people think this issue is over, but it isn't. The administration has pledged to close Guantanamo Bay detention camp and stop torture, but one of his aides has stated that extraordinary rendition is still an important tactic to the CIA," says Charlotte George, media and communications officer at iceandfire. "America has not taken the extra step of getting rid of the practice all together, which is why we are calling for an inquiry."
How is it promoted?
By old-fashioned supporter networking: the viral has been sent to everyone on both charities' mailing lists. It has also featured on human rights news site Oneworld.net and on Respect MP George Galloway's online show The Real Deal on PressTV.com.
How much did it cost?
About £250 excluding labour costs, according to George, which was spent on studio and equipment hire and buying a domain name. The actors volunteered their time as part of iceandfire's outreach programme.
Third Sector's verdict
A complex political message explained bluntly. The first-hand accounts cleverly avoid descending into preaching or shrillness.