What problem does your idea solve?
Getting people in action who usually can't be moved easily without asking for to much investment . May-be this way you can reach also people who aren't classical supporters of ecological movements.
How does your idea solve the problem?
Information and contents are bonded to small activities. Because the first action has already been taking place by uncovering the oil-slick, even before the first piece of information is given, the next step to virtually uncovering dirty business just seems logical, including personal activity. with the possibility to contribute actively to spreading further the idea by putting the oil-slick to another place, people get the chance to be an active member of an ecological movement.
Which (communication) means are necessary to turn your idea into a reality?
You need a sufficient stock of printed cardboard oil-slicks to get the action started at the most strategic hotspots by greenpeace activists. Greenpeace followers and future supporters will then take over spreading the idea even to distant areas.
You also need a script for the online plug-in that can easily be added to and removed from sites.