If you use social networks at all, you've probably seen some of the awareness campaigns that have been surfacing on the Internet this month. On Facebook, people are changing their avatars to cartoon characters to raise awareness about child abuse. On Twitter, celebrity accounts have gone silent, staging their virtual “death” to urge people to raise money for children suffering from AIDs, a campaign which has so far been underperforming. These types of campaigns are popular on the web — and easy. A click of the mouse and you're sporting a virtual ribbon or a new avatar. But is that enough? Or, as Malcolm Gladwell suggested in the New Yorker earlier this
