Ford, recognizing the need to change its business strategy, has launched a new website, "Bold Moves," and bought advertising on 400 blogs.

The campaign, designed by J Walter Thompson, aims to strengthen Ford's appeal to an alternative, environmentally aware audience. Ads, purchased through BlogAds, run on blogs such as Gothamist and Treehugger. The ads themselves tout the Bold Moves website with the title, "The Future of Fuel, the Future of Ford," and the image of an oil pump silhouetted against a horizon. Below the image is the text, "With one of the worst fuel efficiency records of any car company, Ford is trying to 'go green.' As another oil crisis looms on the horizon, can they turn talk into action…"

The website describes itself as "a weekly updated video documentary series that takes you inside Ford as it attempts one of the largest corporate turnarounds in history." The documentaries include video of real people talking about the environment and oil, and about their perceptions of and hopes for Ford. The website also offers a "Community Buzz" section and Tell-a-Friend functionality.