According to the ICJB
activist Dharmesh Shah (2011), this was unprecedented: "Before this, media would campaign for only those issues that affected the middle class directly, like Jessica [the murder of a high-profile model in New Delhi] or Mattoo [the rape of a Delhi University student] or the Uphaar Tragedy [a cinema fire in New Delhi in 1997], but here we were surprised at this unexpected outrage on an expected decision.
It is precisely in striking this balance that the ICJB has run into tensions with both local survivors' organizations, as pointed out by Scandrett and Mukherjee (2011), and international environmental organizations, as pointed out by Mac Sheoin (2012).
The BMA is now an international member and supporter of the ICJB.
Within this activist space, there turned out to be an opportunity for the ICJB and its supporters in the UK to further their case for justice.
The ICJB educated its supporters, through blog posts, website updates, and other media about this new connection between Dow Chemical and the Olympic Games.
Anti-Dow activism remained mostly led by the ICJB, which lobbied for the IOC to reconsider the sponsorship.
Although the BMA and ICJB are tightly networked, the ICJB campaigns across a larger spectrum of social justice issues, whereas the BMA focuses on medical needs.
Rather than focus on the actual disaster and lack of accountability from Union Carbide and Dow Chemical, the BMA, as did ICJB since discovery of legacy contamination at the disaster site in 1999, focused on the fact that there remained ongoing contamination in Bhopal that Dow Chemical had yet to clean up.