Greenpeace focuses on worldwide concerns such as climate change, deforestation, overfishing, commercial whaling, genetic engineering and anti-nuclear issues. Activists stage daring actions to grab world attention among other activities for their cause. We interviewed Ana Hristova, Elaine Hill and Martin Lloyd of Greenpeace.

Greenpeace was founded in 1971. In those days, environmental issues had a different status and level of public awareness; they were not seen as urgently as they are today. During the last decade, a vast number of brand messages have come to compete with Greenpeace to save our planet. Especially with the rise of social media, an increasing number of organizations worldwide are launching awareness campaigns to highlight climate change, toxic impact, sustainability and anti-nuclear issues, among other topics. Does this affect the way Greenpeace is communicating? How do you stand out?
There are definitely more organizations and groups out there today working on similar issues. The more voices the better, considering the environmental emergency we are in. Not everyone is going to love Greenpeace and that’s okay. Everyone needs to find their “tribe.” However, we work often with various coalitions and movements, which binds these different voices together to have a more strategic impact. Only through working with others can we change the very system fueling the climate crisis and biodiversity collapse that threatens an insecure future for all life on the planet.

Read more in BRANDED PROTEST the book.

About Ana Hristova

Ana Hristova is Global Campaign Strategist at Greenpeace International.

About Elaine Hill

Elaine Hill is a multi-media producer and Engagement Director at Greenpeace International.

About Martin Lloyd

Martin Lloyd is the formerly Marketing and Communications Manager at Greenpeace International.
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