In 1971, a group of thoughtful and committed citizens came together to create Greenpeace. According to their mission statement, “Greenpeace is the leading independent campaigning organization that uses peaceful protest and creative communication to expose global environmental problems and to promote solutions that are essential to a green and peaceful future.”
Greenpeace has expanded into an international organization with offices in more than 30 countries. The issues that they are tacking are huge, and they would not be able to do it without the support of everyday citizens like you and me. Since Greenpeace does not solicit contributions from government or corporations, they rely heavily on the donations from ordinary people.
In order to gain recognition and inspire people to donate and get involved, Greenpeace has released countless TV, web, out of home, print, and interactive ad campaigns. Many of these campaigns evoke an emotional response from the viewer. By creating paid ad campaigns across different mediums, Greenpeace has effectively been able to draw awareness and so far has received enough donations to sustain itself for over 40 years.
By Kaci Leppky