Human Rights Campaign, an American NGO focused on gay and lesbian rights, launched a mobile ampaign that allows users to learn about their favorite companies’ inclusiveness policies via text message. Users text in the word “shop” and then the name of a company to receive a text message rating of that company’s policies towards gay and lesbians. (Give the service a whirl: text SHOP and then the name of a company – SHOP KELLOGG, for example – to short code 30644. This service works only in the United States)
Human Right's so-called mData program allows consumers concerned with companies’ policies vis a vis gay and lesbians to get specific information about those companies when they’re considering making a purchase – at a store, while browsing the web, or even when they’re making investment choices. The data was uploaded in the form of a spreadsheet (in this case, thousands of company-specific ratings).
