When Jennifer Marano created the Greenpeace Canada Facebook group three years ago, it was as much the result of frustration as anything else.

Living in Toronto, where Greenpeace's Canadian offices are located, it had always been easy for her to volunteer for the organization. But when she began studying at the University of Ottawa, Marano, now 20 years old, suddenly found herself far from the action.

"I felt useless in Ottawa," she recalled in an interview conducted, fittingly enough, via Facebook. "I thought I could spread environmental awareness through Facebook because it was becoming so international."