GREENPEACE

Green Project

Palm oil has become a giant global industry with the on-going increase on the product demands due to the fact that it is part of so many everyday product that we use everyday. But palm oil industry has a dirty little secret. It is responsible for forest destruction as big as 4 football fields for EVERY 60 seconds.

It, of course, puts a negative effects on so many life’s aspect as balance ecosystem, climate change, animal endangerment, inter-cultural conflict, lost of livelihood of local community and many others.

We initially assumed that people, the relevant people, knew about these facts. We were about to be proven wrong.

Facts

  1. Major part of urban consumers cannot make the relation between palm oil industry and their consuming behavior.
  2. Greenpeace and most cause-related NGO has been “talking” to the converted, the active prospector of the cause. While we supposedly convert the passive-prospector and the trend follower into active-prospector.

All of this time Greenpeace has been barking at the wrong tree. Greenpeace has been engaging with the environmentalists, who were obviously CARE about the environment.

Most Indonesian, unfortunately, do not belong to the environmentalist group. Communication channeling was malfunctioning. Literary, Greenpeace only spoke to the smaller cut of the community.

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Solution

Greenpeace needs to talk to the bigger cut of the community, which is the youth. The agent of change with trend-followers behavior. Because they can be the primary voice the environmental conservation. Greenpeace needs to know HOW to talk to the bigger cut of youth nowadays.

Result

Within 8 months, the protect paradise campaign worldwide raised 400,000 digital supporters that signed the Protect Paradise’s petition, with 50.000 comes from Indonesia. With this pressures, amongst other, 8 companies commits to “no deforestation” policy.

They promised to move their palm oil supply chains that have destructed the Sumatera Tiger habitats. Those eight companies were Colgate-Palmolive, General Mills, Johnson & Johnson, Kellogg’s, Mars, Mondelez (maker of Oreo cookies), PepsiCo and Procter & Gamble (P&G), Unilever).

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