Greenpeace "Straw Shaming" campaign analysis

1. MKM915
Digital Marketing
Personal branding assignment
Leslie Rubio

2. Human consumption of plastic is high. It is causing
environmental problems for the whole oceanic ecosystem and
it is affecting human life
• The most contaminating industry is packaging
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Packaging
Industrial machinery
Electrical
Textiles
Trasnportation
Consumer products
Building and
construction
Other
• Scientists estimate 7.5 million straws pollute US coastlines &
between 437 million to 8.3 billion plastic straws on coastlines around
the world.
• We have produced over 320 million tonnes of plastic – this is
set to double by 2034
• Excessive marine pollution has helped create 500 dead
zones (the size of the United Kingdom’s surface (245,000 km²)
in the ocean – this number will double every decade.
• 1 in 3 fish for human consumption contains plastic.

3. Marine ecosystem is suffering due to ocean´s pollution.
Humans must take action to solve this problem
• Fish in the North Pacific ingest 12,000 to 24,000 tons of
plastic each year, which can cause intestinal injury and
death and transfers plastic up the food chain to bigger fish,
marine mammals and human seafood eaters.
• Hundreds of thousands of seabirds ingest plastic every
year. It’s estimated that 60 percent of all seabird species
have eaten pieces of plastic, with that number predicted to
increase to 99 percent by 2050
• Dead whales have been found with bellies full of plastic.
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• Sea turtles can mistake floating plastic garbage for food.They
can choke, sustain internal injury and die — or starve by
thinking they’re full from eating plastic
• Entanglement in plastic debris has also led to injury and
mortality in the endangered Steller sea lion, with
packing bands the most common entangling material.

4. Greenpeace is an organization that caters about taking actions to
help environment against industrial maltreatment
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• Present in over 20
countries
• Defend environmental
causes for ocean, forests
and indigenous people
• More peaceful world,
and to confront the
systems that threaten
our environment.
• People just like you and
me: who stand to defend
a cause
• People who donate
• Volunteer
• Take action based on
conscience
• use peaceful protest to
work towards a greener
world
• Defend green causes
What Who
WhereWhy

5. Straw Shaming the campaign of Greenpeace and Rethink to
protest using technology against ocean pollution
How to participate:
1. Snap a picture in Instagram
2. Search “straws” in the GIF feature
3. Tag the offending restaurant
4. Shame the restaurant
5. Share the picture in the “stories” feature
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Motive of campaign:
• Single-use plastic eventually ends up in our
oceans, where they endanger and kill sea life
What it was about:
• Greenpeace wanted to take action, so they created a
groundswell by rattling the cage.
• “Stop Sucking” was intended to wake people up to the
problem, and visuals of animals (a turtle, fish and seagull)
with straws brutally inserted into their mouths did the
job.
• To take it a step further, the team created a series of
“Straw Shaming” GIFs for Instagram.The stickers were
designed to fit perfectly on the image of a straw, so
people could tag the restaurant (where they were given
the sipping device) for all of their followers to see.
• The GIFS publicly shamed offending business into action

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Layout of Straw Shaming campaign

7. Restaurants that were ashamed in the campaign for using
straws
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Tag the offending restaurant

8. The campaign had strategical elements to appeal people in
order to join
• Usage of technology. Leveraging themselves with such a popular media
platform in order to appeal a large amount of environmental conscious
people.They became the first global protesting Instagram story
• Engaging becomes easier as they use GIF that are fun and easy to use
• Imagery.
• The images has a clear message: don´t suck the life from our oceans.
Plastic is killing hundreds of ocean life
• Visuals of cute animals to make conscious some of the species that are
suffering due to ocean pollution. It appeals more for instagramers to
use it
• The sense of shaming psychologically empowers users to protest for a
green cause.
• Restaurants are an easy target because of their high rate of plastic usage
and frequency of visiting for consumers
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9. Bibliography
• https://www.nationalgeographic.com/news/2018/05/plastics-facts-
infographics-ocean-pollution/#close
• https://www.condorferries.co.uk/plastic-in-the-ocean-statistics
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