WORKSHOP: Case Study - Greenpeace cuts through the clutter

ANNIE KELLY

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Background Greenpeace wanted to run a campaign to heighten awareness of the issues surrounding ancient forest destruction. The public campaign was designed to highlight the subject before this August's Earth Summit in Johannesburg, where the world's governments will decide on what action to take over the preservation of the forests.

"Eighty per cent of these forests have already been destroyed by illegal and destructive logging,

said Brenda Ramsey, forest campaigner at Greenpeace.

"If this destruction continues, thousands of forest plants and animals will be wiped out and the future of indigenous communities will be under threat.

Urgent action is desperately needed."

Aims of the appeal One of the central aims of Save or Delete was to broaden the organisation's communications techniques and allow individuals to respond creatively to the campaign.

Although it was designed to appeal to a cross-section of supporters, Greenpeace specifically wanted to capture the imagination of the urban youth market.

It also hoped to put pressure on the Government by encouraging people to send emails and postcards to Prime Minister Tony Blair to call for a halt on all imports of illegally logged timber.

How it worked Youth marketing agency Third Planet International designed the creative for the campaign, and worked with a range of innovative artists over a variety of Save or Delete images, including a poster campaign using the animals from the popular Disney cartoon The Jungle Book. The agency also created a stencil that could be used by graffiti artists and at special events to spread the campaign to a wider audience.

Save or Delete was rolled out in late February with the launch of a web site, www.saveordelete.com, and a poster campaign across the UK. Greenpeace also organised a series of club nights at more than 100 venues to take the campaign to hundreds of new supporters and encourage them to visit the Save or Delete web site.

The conservation charity also collaborated with more than 50 artists, fashion designers and art students to create an exhibition with the Save or Delete theme. The exhibition included work by popular artists and designers, including Corinne Day, Betty Jackson and John Richmond.

A delegation of more than 100 people delivered a postcard petition to Downing Street, and media interest was created with a major PR push targeted at the lifestyle and fashion press.

Results So far more than 50,000 people have sent in postcards and emails.

"The Save or Delete campaign has already resulted in the UK government acknowledging our demands and the need to this government to review its timber procurement policy and take up radical measures to tackle the imports of illegally logged timber,

said Ramsey.

The campaign has also generated more than 80 press articles in national newspapers and the music, youth and style press.

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