Remember the IBM "Peace, Love, Linux" campaign? Perhaps its impact was greater in some areas than others -- I remember seeing Tux's smiling face on taxi cab billboards (and spray painted on sidewalks) all over Boston. It was merely a month or two later I found myself nervously installing my first Linux distribution. Was this ubiquitous (and not terribly self-explanatory) ad campaign the reason I tried Linux? No, but I can't discount that the ad's approach and playfulness wasn't some sort of subliminal influence.

I'm not suggesting free software advocates hone Svengali-like powers and study hypnosis, but it seems that a lighter, not so "tech heavy" approach to promoting open source could be quite successful. It's not possible to completely divorce technology from open source software, of course, but for average users, what matters most when it comes to software is what they can do with it. An open source application is useful at face value, and has the potential to always be a little bit more.

And the average user doesn't care much about that. Many might like the idea, some might find they never fully understand the concept -- and a smaller number will find it so appealing, eventually, that they begin to modify their software. Having no desire to hack an existing open source application doesn't mean it isn't useful for its intended purpose right now.

A few years ago I stumbled upon the efforts of the Victoria Linux Users Group. They are an active, involved group, but not particularly unlike any other LUG. I was pointed in the direction of their Linux in Victoria brochure.

Yes, its date of publication was 1997. What makes this brochure different is that it is open. Perhaps this is less impressive in light of the advent of wikis, but the purpose and intent of the brochure is still remarkable, and well worth expanding upon.

This model could easily extend beyond brochures, and benefit more of the FOSS community than the local LUGs.

Matt Hartley at Datamation recently suggested promoting open source adoption -- using a very different venue. He suggests mall kiosks as a potentially effective way to spread the word about open source software, and how it can work for the average computer user.

This is a fascinating idea. User groups could reach several different demographics, populations that might never have heard of Linux, never mind understand the joys (and trials) of using it.

It's an idea with real risks, Hartley admits. With realistic expectations, it could also be wildly successful -- even as a business model.