If you were using Tumblr yesterday, chances are you happened upon the PIPA/ SOPA protest requesting you to black out your blog for the day. An interesting move for the brand to take rather than blacking out Tumblr itself, to show its support in asking hundreds of thousands of blogs to shut down for the day. So far in support, Wikipedia held to its promise to black out and direct users to information where they could contact their state representatives (below), and Google has changed its logo to a black bar code theme for the day…

This is a very interesting moment for Gen Y’s relationship to both the internet (which could fundamentally change should either SOPA or PIPA pass), but more importantly, to activism itself. One could say that the Occupy movements could just be the beginning of a long strain of activism being sparked within this generation; an activism that isn’t electoral, but very democratically/ socially oriented. We are keeping our eyes open for brands that understand this moment.