Greenpeace

A campaign to compel corporate Australia to commit to 100% renewable energy

Case study

Greenpeace engaged Headjam in late 2019 to collaborate on a campaign designed to compel corporate Australia to commit to 100% renewable energy in three ways:

Implementing a power purchase agreement with a ‘clean’ energy supplier
Implementing onsite solar at each of their locations throughout Australia
Committing to 100% renewable energy consumption by 2030

A peer pressure system was used across the campaign, encouraging those that wanted to contribute to the cause to sign pledges of support. A pledge website was developed for the public, as well as a printed document for the Australian businesses we were targeting, which was handed out in face-to-face meetings.

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Background

Greenpeace is a non-governmental environmental organisation with offices in over 39 countries and an international coordinating body in Amsterdam, the Netherlands.

Founded in 1971 by Irving Stowe and Dorothy Stowe, Canadian and US ex-pat environmental activists, Greenpeace's goal is to ‘ensure the ability of the Earth to nurture life in all its diversity’ and focuses its campaigning on worldwide issues such as climate change, deforestation, overfishing, commercial whaling, genetic engineering, and anti-nuclear issues.

It uses direct action, lobbying, research, and ecotage to achieve its goals.

The global organisation does not accept funding from governments, corporations or political parties, relying on three million individual supporters and foundation grants. Greenpeace has a general consultative status with the United Nations Economic and Social Council, and is a founding member of the INGO Accountability Charter, an international non-governmental organisation that intends to foster accountability and transparency of non-governmental organisations.

Objective

To convince Australian Companies to commit to 100% renewable energy.

Target Audience

Corporate Australia.

Individuals that are part of the corporate responsibility teams internally within Australian Companies.

Consumer Proposition

Committing to save our future.

Desired Consumer Response

"I want to help my organisation achieve 100% renewable energy as soon as possible."

Creative Solution

We collaborated with the Greenpeace internal team to roll out a visually new campaign and digital campaign across, social, email and website to encourage people to take action and showcase the companies that have and have not yet committed to the cause. This peer pressure structure that we collectively developed on the website showcased where the largest Australian companies were currently at with their commitment to meet the target and ultimately play a part in helping to save our planet.

The website technology also allowed for petitions to be signed and the general public to share the campaign to ensure pressure could continue to be applied both internally and externally on the organisations throughout Australia.

Evaluation

As of November 2022 the re-energise campaign can directly tie itself as one of the reasons the following Australian companies have committed to all three of the following since the campaign launched; 100% renewable energy by 2030, power purchase agreements and on site solar.