The Stop the Traffik (sic) coalition is using word-of-mouth (or, rather, word-by-email) to get its message out through brief, high impact films aimed at passing on to friends.
The "viral marketing" technique isn't, thank goodness, trying to sell yet more consumer products, but to promote a noble idea and a prcatical campaign. The series of short films  can be downloaded and passed on to contacts and colleagues ta the clickof a button.
Incidentally, Traffik will be hosting ext-Tory leader and MP William Hague tomorrow night - answering questions on his biography about Wilberforce and global issues.
The campaign is grassroots, non-partisan and beyond party politics. But it is also trying to draw 'established' politicians into a different form of political dialogue and action.