DeLuca gives three snap-shot examples and shows how recent political activist groups sought to create a change. Greenpeace successfully brought to the American conscious the act of illegal whale hunting. The leaders of Greenpeace are influenced by Marshall McLuhan and his ideas of attracting media attention. Then he examines Earth First! and their occupation of trees to save them from being cut down. The backlash they faced in their "ecoterrorism" lead to violence and possibly even murder. In Kentucky, strip-mining and hazardous waste dumping have not only left the earth barren, but also effected the health and lives of the citizens living there. Civil disobedience by a group of elderly citizens brought about public attention and legislative action.
The history of rhetoric is also important to remember and DeLuca shows how culture in the last 50 years has help the evolution of rhetoric become what it is today. Historically, Deluca mentions Aristotle's On Rhetoric and the long standing tradition of eloquent speech and decorum used when engaging. He goes on to explain the civil disobedience of the 60's and 70's died off with the era of Regan and only now are we seeing the next steps of real rhetorical change.
Many examples since the writing of this article bear witness to this idea. This article written in 1999 and since then the explosion of the internet has allowed such flow and exchange of information like never before. Also, movements such as Kony, the Occupy movement and the Arab Spring further this idea, although not tied to environmentalism, necessarily but the use of "mind bombs" to impact the public consciousness.