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Presentatie van Inge Wallage tijdens het congres Ambitie van vakblad Communicatie op 10 november 2011
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Wordt het nog wat?
Inge WallageInternational Communications Director
• WeberShandwick – Den Haag• Motorola – London
• Prachtig code of conduct• Edelman – London
• Luister naar je ‘gut feeling’• Philips - Amsterdam• Burson-Marsteller – Den Haag
• Double digit growth• P&O Nedlloyd – London
• Statoil - Stavanger/Oslo
make a difference.
Global Greenpeace organisation
28 National Regional
Offices
Activities in 41 countries
2.8 million supporters
2000 employees worldwide
Thousands of global
volunteers
Core values
• Independence
• Non-violence
• Confrontation
• Solutions
Greenpeace Toxic Water Campaign
Winning in Style
03.11.2011
The Challenge
Shine a spotlight on the issue of toxic water pollution in order to convince international brands engaging with polluting suppliers to
eliminate all toxic chemicals from their supply chains and products
�
�
Provoking Interest – The teaser campaign…
Disruptive Tactics – The Mannequins
The Launch – Traditional tactics
The Launch – Traditional tactics
Record breaking coverage
Online Mobilization (Interactive)
Online Mobilization (Twitter)
Online Mobilization (H&M)
Targeted Blogger Outreach
Playing in their backyard
Offline Mobilization
Results
Focus on China
Landmark commitments from all four targeted brands
(and more to come…)
There is more still to come…
“We have won many victories, but we are losing the planet”……
Gus SpethPractice of Environmental Policy
Yale University
THINK OF ME AS EVIL?OPENING THE ETHICAL DEBATES IN ADVERTISING
Public Interest Research Centre (PIRC)
WWF-UK
oktober 2011