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Greenpeace had an online petition to LEGO to sever its connection with Shell that was easy to sign and share, providing a low barrier to participation for people who might want to join the campaign but not to go out and engage in guerilla activities. It was also easy to share and the progress was easily measured. Disclaimer: This work was produced by one of our expert writers, as a learning aid to help you with your studies.
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.
Currently, the campaign targets the oil company Shell, but throughout its history it has run targeted campaigns against a number of oil companies.
Increasingly, companies are coming under scrutiny for their environmental credibility as consumers become more aware of damaging practices and become more discerning with their purchasing power (Miles and Covin, 2000).
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.
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.
The campaign is concerned with climate change in general and the shrinking Arctic, but also more specifically with the plans of oil companies to drill in the Arctic. Everything is not awesome about Greenpeace’s assault on Lego.
According to Greenpeace, the harsh conditions and remoteness would mean “an oil spill would be almost impossible to deal with.