Your Last Name 1

Student Name

Professor Name

Course

Date

Campaign Innovations in Greenpeace

Greenpeace is an organization that champions for an environmentally safe world to

enhance the coexistence of properly functioning ecosystems. As the name suggests, the

organization seeks to restore the world after other stakeholders have seemingly destroyed the

natural balance. Greenpeace targets the reestablishment of functioning forests and oceans by

uniting people against actions that destroy these environments. They carry out campaigns

against corporates and individuals perpetuating environmental degradation through pollution

and deforestation. These campaigns target compelling those associated with the harmful acts

to stop or to take relevant corrective measures.

Greenpeace deploys both courage and tact in its campaigns to achieve its targeted

success. For instance, creativity has been witnessed when Greenpeace deployed an animation

video against Lego and Shell. The latter are corporations that had partnered to create an oil

drilling synergy in the Arctic (Villo, Halme, and Ritvala, 55). In the process, they have

caused a lot of pollution in the region creating a devastating environmental effect. In other

cases, Greenpeace uses the power of social media to create a powerful force to compel

corporates to act. Social media platforms such as Twitter, Facebook, and Instagram have

proven to be very effective against some corporates that initially poisoned the environment

(Hasdemir, Tugba Asrak, and Selçuk Çetin, 12). Burberry, a fashion manufacturer is one of

those companies which was coerced to start being environmentally sensitive when making

decisions about the fashion chemicals used. Greenpeace creates a trending force using

features available on social media sites to create a virtual followership and a formidable force
 Your Last Name 2

that ensures great success.

Severally, Greenpeace has targeted the viewers of sports championships to achieve a

successful force similar to the one obtained while using social media. Greenpeace has

acknowledged that the right message passed across at the appropriate venue can have a great

impact (Hasdemir, Tugba Asrak, and Selçuk Çetin, 12). Greenpeace, therefore, carefully

crafts effective communication to be communicated during such platforms. Their call to

action is always customized, revealing a new level of innovation that had not been witnessed

in environmental campaigns before. Through these innovative actions, Greenpeace has

managed to force corporations to respond positively toward environmental preservation

efforts.

Greenpeace has not only achieved success by forcing corporates to act, but also by

creating awareness that the world is in a dire situation. World populations are currently

dealing with many difficult situations such as the management and control of chronic

diseases and pandemics. Governments are concerned more about providing medical solutions

to their citizens because of the increase of such diseases instances as diabetes and

hypertension. Moreover, the impact of Covid-19 was overwhelming and matters concerning

the environment can likely be shelved (Hasdemir, Tugba Asrak, and Selçuk Çetin, 12).

However, Greenpeace has deployed effective mechanisms that keep people involved directly

to help curb the climate change impact.

In summary, Greenpeace has been very tactful, employing innovative approaches

against the stakeholders who adversely affect the environment. The organization uses a

combination of ordinary strategies such as peaceful demonstrations but it additionally uses

technology to add a competitive edge. Their success can be attributed to their relentless fight

against environmental degradation while being very innovative while at it. They target

masses wherever they are thanks to the advancements in technology the world has witnessed.
 Your Last Name 3

Through social media, they can reach as many supporters as they can imagine compelling

their targets to act. They sponsor sporting activities to obtain a platform to deliver their

messages effectively to the target audience. As a result, Greenpeace has been very effective

and successful in the use of its creative strategies.

 Your Last Name 4

Works Cited

Hasdemir, Tugba Asrak, and Selçuk Çetin. "Ecological Issues and public awareness in social

media: Greenpeace Mediterranean's Turkey case." Environmental awareness and the

role of social media. IGI Global, 2019. 1-14.

Villo, Sofia, Minna Halme, and Tiina Ritvala. "Theorizing MNE-NGO conflicts in state-

capitalist contexts: Insights from the Greenpeace, Gazprom and the Russian state

dispute in the Arctic." Journal of World Business 55.3 (2020): 101068.