Increasingly, local communities develop projects and grassroots initiatives that address climate change and environmental sustainability issues. These projects often commence informally and adopt web-based free information and communication technologies (ICT) applications to support their functioning. ICT applications are used to promote the goals of the project, to recruit more supporters and to facilitate debate among citizens sympathetic to the cause of environmental stewardship. However, as some of these projects evolve they become more complex. Struggling with lack of funding, the solution is to imaginatively combine free web-based ICT applications, to adapt existing open source applications, and even to develop customized solutions. We present the results of an exploratory case study of a grassroots initiative with environmental sustainability goals. The study shows some evidence of innovative practices in the appropriation of ICTs and in the communication campaign. Implications of this research for online communities and society are also discussed.