The B Series: Brainstorm's how-to on doing an awareness campaign... but wait, there's more!

Here's a nice set of articles by Brainstorm that chronicles their awareness campaign called The B Series.

It contains links to a set of beautiful PDFs about Web 2.0, social networking, the (online) media landscape, etc.
Very clearly explained!

The diagram on the last page of this The Mediasphere document is especially interesting.

(Via: mynameiskate.ca)