I really like this Amnesty idea. Everyone who signs their petition, gets their own virtual bottle, which they can send to their friends. All of their friends can add their name into the bottle and it keeps track of how many and who. As you can see, mum only has two friends as of this morning, and one of them is her son. But it's introducing competition into the whole chain letter idea, which I reckon is the kind of innovation the old chain letter needs.