Sweet success thanks to social media

Posted: Wednesday, August 11, 2010 by Kathryn McConnachie in
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People expect a lot from activists. Their campaigns are said to be either too commercial or not commercial enough. They're either too broad or too narrow. Too edgy, too offensive. Demanding too much or demanding too little. It's difficult to find a formula that works.

Greenpeace is particularly creative in their approach. They are also very strategic. They are in fact one of the few organisations able to successfully combine on-the-ground activism with the supportive potential of online platforms. The Kit-Kat campaign was run earlier this year and resulted in victory for Greenpeace in less than a month.

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