this started as a comment, but got so long I decided to make it a diary.
The starting point for me is basically, you have to start somewhere. I've been involved in several long-term campaigns against powerful entities (mostly based on environmental issues), and they're usually not very pretty or pleasant. In some ways, they're equivalent to the presidential election battles between the Dem and Rep candidates, without a powerful organisation supporting "your" candidate.
So let's start with a hypothetical environmentalist or environmental organisation in the US. Let's presume that you believe that market forces (eg higher prices for gas/oil) can help initiate significant environmental change. That's a pretty realistic assumption.