Not content with merely watching the entire world, Google Maps have decided they can improve what they see. On International Cleanup Weekend, October 13th and 14th, people around the world will step away from their desktops, go outside, and try to clean things up.  This event has been organized in association with the United Nations Environment Program.

The internet has long been used by strangers to organize spontaneous meetups: from flash mobs to orgies, or even dressing up in furry suits to re-enact Lord of the Rings.  The idea that this "hey, let’s do this!" mentality can be harnessed to something actually useful is hugely interesting, and many will be watching to see how it goes.  It certainly beats the usual well-meaning but useless "Click on this link to support the environment!" e-mails.

It seems ironic that Google, a company founded on helping people find reasons to stay indoors, is making this effort.  But it makes great sense – not only as a promotional tool for Google Maps, but a public relations coup that can help their image. 

Some might view a major organization testing its ability to deploy a global army working on a coordinated strike against an enemy as worrying.  But since the enemy is "trash" and the army is outnumbered literally millions to one, it’s probably not a problem.

This type of effort also shows how universal Google has become.  A decade ago search engine users vowing to clean up their surroundings would have led to basements around the world being temporarily free of empty pizza boxes.  The current cleanup effort is spreading rapidly, with groups already organized as far afield as Rushcutter (Australia), Johannesburg Road (South Africa) and Makapu`u (it’s not all water between America and Australia, you know).

The timing displays Google’s keen knowledge of internet trends, with just over a week between announcement and Cleaning day.  Long enough for word to spread and people to plan, but not long enough for the internet excitement to fizzle (known as the "Snakes on a Plane" effect). 

Besides, if you leave it too long people might realize they’ve just volunteered to to do extra chores.

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Entry was posted on Friday, October 5th, 2007 at 9:48 am under Google.

Read more entries by Luke McKinney.
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