They wouldn’t want to see them threatened.” (Greenpeace 2014c).
When assessing the use of emotion in social campaigns aimed at engaging youth, Hirzalla and Van Zoonen (2010) identified the appeal to empathy with animals and identification of animals’ ‘coolness and cuddliness’ as key constructs.
While appealing to children through the use of animals, Greenpeace also strengthened its message of saving the planet for future generations by using seemingly self-motivated children in its campaign.
Many of the tactics used in Greenpeace’s campaign against LEGO followed guerilla marketing principles. Lego looking for a sustainable replacement for ABS.
It’s a catastrophe waiting to happen”( Greenpeace, 2014b).
Climate change can be a nebulous and esoteric problem that the public feel increasingly helpless to do anything about (Nordhaus and Shellenberger, 2009), but by focussing on a specific aspect, with a specific enemy, Greenpeace are providing people with an avenue for tangible action and results. Now a large international organisation, Greenpeace has several main branches of environmental activism and campaigning. One of its major campaigns is ‘Save the Arctic’, which has been running for 15 years. Often, visible metrics of success can further increase the likelihood of a viral campaign being shared wider as its credibility is established (Woerndl et al., 2008). For example, the number of hits on a You Tube video can influence the likelihood of someone watching and sharing the video. Through its partnership with LEGO, Shell had reached a new audience by putting its logo in the hands of children and making it seem more family-friendly and caring (Greenpeace, 2014c). Greenpeace’s targeted campaign also helped them reach the new audience of children by making them an integral part of the campaign mission. Apocalypse Fatigue: Losing the Public on Climate Change. Disclaimer: This work was produced by one of our expert writers, as a learning aid to help you with your studies. We also have a number of samples, each written to a specific grade, to illustrate the work delivered by our academic services. Lego ends Shell partnership following Greenpeace campaign. For a company that had not faced this kind of criticism before, the attention could potentially be very damaging (Cho et al., 2012), so Greenpeace hoped this would force them to end their partnership with Shell. This would further damage Shell by ending a lucrative partnership and denying them the credibility by association with a popular toy company.