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Greenpeace - Save The Arctic

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60 views1 page

Greenpeace - Save The Arctic

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water melon
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© © All Rights Reserved
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Greenpeace - Save The Arctic

Greenpeace is an environmental non-governmental organization (NGO) with offices in over 40


countries in the world. Greenpeace uses direct action, lobbying, research, and public campaigns
to advocate for environmental issues. One of Greenpeace’s most impactful projects is the Save
the Arctic campaign. Launched in 2012, this initiative aimed to protect the Arctic from oil
drilling, overfishing, and other industrial activities that threaten this fragile ecosystem. The
Arctic is not only home to unique species and indigenous communities but also plays a critical
role in regulating the Earth’s climate.

In December 2011, Shell launched a campaign to persuade the general public that it was safe for
them to drill in the Arctic. In response, in June 2012 Greenpeace UK launched the Save the
Arctic Campaign, which targeted Shell and its shareholders by raising legal and regulatory
issues, as well as galvanizing public support through stunts and petitions against Shell’s plans. In
2014, Greenpeace UK launched a campaign targeting the partnership between Lego and Shell,
aiming to pressure Lego into ending its association with Shell. The campaign featured the viral
video "Everything is NOT Awesome," a parody that depicted a Lego Arctic landscape being
submerged in oil, symbolizing the potential environmental impact of Shell's drilling activities.
Greenpeace believed that Shell used these brands to soften its image as a fossil fuel company,
especially in the case of Lego which is known as a trusted and family-friendly children’s brand.
The organization staged direct actions, including peaceful protests on oil rigs, to draw attention
to the issue and pressured companies like Shell to halt Arctic drilling.

Through public petitions, Greenpeace gathered millions of signatures to demonstrate global


support for Arctic protection. By October 2014, three months after its launch, the “Everything is
NOT Awesome” video with six million views, was the most viral in Greenpeace’s history.
Finally, Lego announced that it would not renew its contract with Shell. In 2015, Shell
announced it would stop its Arctic drilling operations, a victory Greenpeace attributed to global
public pressure.

The Save the Arctic campaign emphasizes the importance of protecting this critical region,
demonstrating Greenpeace’s ability to mobilize worldwide support for environmental
conservation and influence corporate and governmental decision-making.

Bertha Foundation. (n.d.). Corporate accountability & Arctic drilling. Bertha Foundation.
Retrieved November 4, 2024, from
https://berthafoundation.org/story/corporate-accountability-arctic-drilling/

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