Retired retail executive Richard Goldman was astonished when he heard about the $27 billion pollution lawsuit against Chevron Corp. in Ecuador. Astonished at the soil and water contamination surrounding Ecuador's oil fields. And astonished that he'd never heard of it before. So Goldman, one of the founders of the Men's Wearhouse clothing chain, has created a nonprofit group that will use social-networking tools to spread word of the case and put pressure on Chevron. The group, Ethos Alliance, will ask visitors to its Web site to tell others about the issue, hoping that viral communication via the Internet will reach people that news stories about the suit haven't. The site will raise money for humanitarian relief projects in Ecuador's oil patch, encouraging visitors to donate $5 apiece to build a water treatment plant and buy medicine for a health clinic. The Web site, www.ethosalliance.org, goes online today. Ethos also will urge Chevron to settle the long-running lawsuit, something the San Ramon company has vowed not to do. Ethos plans to tackle other issues of corporate responsibility in the future, uniting the alliance's online members with businesses willing to join the cause. Ethos is the latest example of social or political causes using social networking to increase their reach. Earlier this year, a one-day fundraising effort organized via Twitter collected $250,000 for drinking water projects in the developing world.

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