this appalling trade. DIGITAL SOCIAL RESPONSIBILITY: THREE RULES 1. Be extremely sensitive to anything which remotely smells of “green-washing” – of insincerely stealing the clothes of an issue. 2. Be prepared to shock the audience into understanding that your issue is important. 3. Have a clear ask: what you want people to do, and, if they do it, how it will improve the issue. When same-sex marriage was being debated in France, our Paris office teamed up with Google+ and the association that “owned” the issue, Tous Unis pour l’Egalité, to hold the first same-sex marriage in France, using Hangout, Google+’s video- conferencing facility. French couples connected to a mayor in Belgium (where same sex marriage is legal) who conducted the ceremony remotely. Millions were engaged: and the anomaly between the two countries poignantly highlighted.