This was a tough one to decide whether or not to post this, mainly because it would likely offend someone out there, but it fits in well with my interests in environmental campaigns, business and social media. I’m no expert on fishing practices, nor of Greenpeace’s efforts to bring this issue to public attention. (Language warning in linked video content)

Greenpeace has gone to a bit of effort, and I assume it has passed through the filter of the legal team too.  It really shows the power of social media in Environmental Campaigns and that Greenpeace is realizing the potential of word of mouth, or viral marketing.


A reply by a Greenpeace rep in the comments on Craphammer…

We also have an intern putting it out on youtube… and video-sharing sites, and we emailed the link and a request to distribute it to at least 120,000 people and sent it out to our networks (other NGOs working on the bottom-trawling issue). So it’s hardly closed-sitedness, just lack of time and too few people! Feel free to help 😉

Source: CrapHammer: Greenpeace “Blame Canada” campaign is a social media oversight.

For those who are interested in what the whole campaign is about, this from the Greenpeace website:

Scientists world wide support a UN moratorium on high seas bottom trawling as a stop gap measure allowing time to do the research needed to ensure sustainable fishing. And thanks in part to thousands of letters from Ocean Defenders, many governments now also support the moratorium.

Another similar campaign by Greenpeace has been the iPoison and iWaste articles about Apple computers and the use of highly wasteful or poisonous products in manufacture.

Apple products – sleek looks, amazing design, meticulous attention to detail. So what’s with the toxic chemicals inside, short life spans and allowing their products to be dumped in Asia?

Source: Greenpeace | iPoison + iWaste

I’m not sure that Greenpeace has the answer to all the environmental marketing methods, but its good to see them putting some social media and viral content up on YouTube. Governments and many larger organizations just don’t know how to handle these new forms of media and content. The public voice has never been stronger and the perception of a situation, product, corporation or political party or position can change so rapidly with the Internet and social media. Sites such as digg and YouTube bring in millions of hits to thousands of sites a day, and as popularity of the article or content grows, so does the buzz it generates.

 For the original Southpark version of the Blame Canada song, click here, or for Robyn Williams singing it live.

Published by Mike Thomas

Mike Thomas P.Eng. ENV SP, is the author of and Director of Engineering at the City of Revelstoke in the Interior of British Columbia, Canada.

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