Actions of tactical media intended to raise awareness about problematic social issues. More sophisticated than a prank, more ethical than a hoax, a 'proax' is well-conceived and executed, culture jamming public event that uses deception to uncover a deeper truth, make an artistic and/or political statement, or expose criminal behavior.
The Yes Men's Andy Bichlbaum appeared on television news posing as a representative of Dow Chemicals, claiming that Dow planned to compensate the victims of the Bhopal disaster by liquidating Union Carbide and using the resulting $12 billion to pay for medical care, clean up of the site, and funding of research into the hazards of other Dow products. The proax cost Dow billions of dollars in stock losses.
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