Anatomy of a Campaign

What makes a campaign work? Here we take a look at the context, people, strategies and tactics of mobilisation campaigns.

Digital storytelling lessons from the campaign to free the Arctic 30

12 key characteristics of effective online storytelling
One of the Arctic 30, Activist Sini Saarela sends a message from her bail hearing. Dmitri Sharomov/Greenpeace/AFP/Getty Images

The human desire to connect with stories has not changed at all, but technology has. We don’t need to wait for the media anymore — we can reach more people online. The power has shifted. Nic Seton of Greenpeace UK facilitated a session at the Digital Mobilisation Skillshare to share learning from the online campaign [...]

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Committed campaigner flips a company to FSC certified patio furniture

Forest Stewardship Council

A session at the 2014 Digital Mobilisation Skillshare explored ways that organisations are promoting and supporting grassroots-led campaigning to achieve bigger results. Brian Fitzgerald of Greenpeace International talked about one supporter’s actions against the use of unsustainable hardwood. Online support from Greenpeace staff and volunteers was all a committed supporter needed to take up an issue with a company and [...]

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Community-led flotilla stops oil exploration

Disrupting Oil Survey in New Zealand

A session at the 2014 Digital Mobilisation Skillshare explored ways that organisations are promoting and supporting grassroots-led campaigning to achieve bigger results. Nick Young of Greenpeace New Zealand talked about the “Stop deep sea drilling flotilla.” New Zealand’s first “deep sea drilling flotilla” created new partnerships and allowed Greenpeace New Zealand to build a broader coalition of action on [...]

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Trained volunteers create a successful anti-nuclear campaign

Menschenstrom Logo

A session at the 2014 Digital Mobilisation Skillshare explored ways that organisations are promoting and supporting grassroots-led campaigning to achieve bigger results. Theo Gubler of Greenpeace Switzerland talked about the Swiss anti-nuclear campaign, the “People Power Surge against Nuclear.” Greenpeace-trained volunteers set up their own, independent campaign, the “People Power Surge against Nuclear” (Menschenstrom gegen Atom) against new nuclear plants, [...]

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#IFoundTheLetter campaign’s big ask puts fun into human rights activism

Ai Weiwei tweets about #IFoundTheLetter

This (very abbreviated) summary of human rights stories may sound familiar. Change a few details and it could describe many environmental or social justice issues: An activist far away is arrested during a peaceful protest. They’re taken to a nameless prison — their basic rights to due process ignored. An NGO alerts newspapers, sends email [...]

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Responsiveness roundup

Some recent examples of responsive campaigning
Thai Oil Spill Cleanup

Moving nimbly and strategically — fast feet! — is a crucial part of effective campaigning. It’s something Greenpeace already does — and something we must do more of to win bigger in the future. The “responsiveness roundup” will tell the story of just a few of the campaigns from the past weeks where fast feet [...]

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Mobilising with people to whom it matters the most

Collaboration with artisanal fishers across Europe sets EU policy on course
Passengers aboard the Arctic Sunrise hold a sign that translates to: "Sustainable fishing is the future."

The three-year-old son of an artisanal fisherman presented oceans and fisheries campaigner for Greenpeace Spain, Celia Ojeda Martinez, with a drawing called: ‘Celia: captain of the ocean.’ The boy explained in Galician – a regional language in Northwest Spain – that he gave Celia the drawing because she was working with his dad and she [...]

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Beyond Coal hits half-way milestone

Campaign stops 165 new coal plants by coalition building, weaving environmental and health messaging
about_2

When the campaign to end the world’s reliance on coal began 10 years ago, no one imagined what it might take to change what was clearly deeply entrenched political and financial support of the coal industry. Rather, those who chose to engage in the movement assumed from the start it would be a long, if [...]

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Facebook users convince Hungarian companies to wash GMOs from food supply

Testing, unique FB strategy gets 10 food and beverage companies to commit to natural ingredients
Greenpeace Hungary GMO Facebook post

Thousands of people downloading and sharing a GMO-free consumer guide helped pressure Hungarian companies to come clean on their supply chains. Genetically modified (GM) food is banned in Hungary but many of the country’s food producers aren’t transparent regarding their supply chains. As a result, imported ingredients used in Hungarian food and beverages could contain [...]

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