Ben & Jerry's Fair Tweets
Ben and Jerry's is a good company. They care about the world. And for Fair Trade Day a few years ago, they dedicated a whole campaign to promoting the issue. Fair Tweets allowed people to donate their unused Twitter characters to fair trade by automatically populating the rest of their tweets with a link to an article about the cause.
Cannes Media Lion / One Show Interactive Pencil / Webby - People's Voice / FWA - Site of the Day