Greenpeace: save the whale

Challenge. To reverse the decline in Greenpeace supporters giving to its Save the Whale appeals. While stalwarts who joined in the 90s were still giving, we suspected that younger supporters were sceptical that direct action was enough today…

Solution. A pack bearing a famous image of a Greenpeace dinghy trying to get between a whaling ship and an injured whale, but with a surprising headline... It’s not enough. Inside, supporters discovered Greenpeace also needs support for its expert political lobbying to protect these beautiful creatures.

Results. Nearly catastrophic: due to a fire on a whaling ship, the Greenpeace direct action at sea was halted just before the mailing went out. But because the appeal banged home the need for political lobbying too, the money poured in.

Check out other campaigning communications for Camphill and Friends of the Earth.