” Coal or Climate, Kevin?”. This is in those terms that Greenpeace Australia is currently calling out to Kevin Rudd, Australia’s Prime Minister, to commit to bold cuts in greenhouse gas emissions at COP15 in December as Pacific Leaders meet in Caines at the 40th Pacific Islands Forum to discuss climate change.
True to Greenpeace’s traditional use of ‘non-violent direct action’ to generate noise and create effective disruption, a group of Greenpeace activists have shut down coal export facilities on the Queensland coast for the second day in a raw.
Why talking about this in an ‘Ad of the day’ post…well, because the campaign has also integrated digital activism on the home page of 2 major online Australian newspapers – The Australian and The Courier Mail. The action shows activists painting the slogan “Toodle-oo Tuvalu? Your call Kev” across the home page.
As my great colleague and friend – @ilsevs, who shared with me this story - pointed out, such tactic is an ideal way of getting campaign message across to as many people as possible, and especially to key Australian decision-makers and political elite who represent a great part of the newspapers’ readership.
Of course, Greenpeace is also leveraging Twitter and its official website for live-updates as the campaign unfolds at the coal ports and in the media.
A interesting example of disruptive adverstising/adctivism for environmental purpose. Let’s see if any positive change will result from this campaign at the political level, especially as fight against climate change is one of Kevin Rudd’s priority, and his favorite blogging topic…
Credits: Creative Director: Peter Novosel // Art Director: Taimi Soome //Account Management: Alison Ray
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