Societal altruism is changing. Increased awareness and use of online social media is providing new ways of inspiring collective action and support for critical societal challenges. What makes some social causes go viral while others never seem to take off?
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van der Linden, S. The nature of viral altruism and how to make it stick. Nat Hum Behav 1, 0041 (2017). https://doi.org/10.1038/s41562-016-0041
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