To quote David Filo, co-founder of Yahoo!
The mounting evidence for global warming is so sobering that it may be difficult to imagine how individual actions can make a difference. With 18seconds.org, we're using technology to illustrate that small lifestyle changes can indeed add up to having a tremendous collective impact on our planet -- city by city, state by state, nationwide."Also from the same article linked above:
"This movement is about empowering the individual -- to say to every person in America that with one easy step, they can become part of a movement that will literally change the world." - Lawrence Bender, producer of Inconvenient Truth
More power to them!
Reference: My compilation post with various links on Global Warming and the Environment.