GREENPEACE ACT FOR AMAZON CAMPAIGN CASE STUDY

Greenpeace is an organisation and movement of people who are passionate about defending the natural world from destruction.

THE CHALLENGE

To raise awareness of the meat products that supermarkets are selling which are causing the Amazon and other forests to be destroyed forever due to forest fires caused by deforestation.

THE OBJECTIVE

To generate outrage and inspire action for more people to sign the petition and engage with Greenpeace. As well as showcasing and amplifying voices from marginalised activists from the Global North and South who are directly affected.

THE CAMPAIGN

We worked with 3 UK activists and 2 Global South Activists to share the message and take part in a video campaign addressing Tesco and corporates directly and to sign the petition.

THE RESULTS

A 58% uptake in petition signatures!

The influencers raised awareness of the damage the meat industry (Tesco in particular) is doing to the deforestation of the Amazon across Instagram Posts, Stories and a 60-second feature video.

The campaign generated 86,584+ impressions and very strong engagements of 9,822 actions across the 5 influencers’ content. With an average engagement rate of 6.32%, there was a total of 1,167 click-throughs to the Greenpeace website suggesting the interest of signing the petition and 974 saves on the Influencer’s posts suggesting they want to revisit the post at a later date.

Comments sparked outrage bringing some important conversations to light and taking action with further research and signing the petition…