Did Greenpeace’s Environmental Marketing on Mt. Rushmore Work, Or Did It Fall On Its Face?
Believe me, I’m a sucker for good old fashioned stunt marketing. So it’s no wonder that Greenpeace caught my attention on Wednesday. They draped a 2,300 sq. ft. banner down the side of Lincoln’s noggin on Mount Rushmore. According to the proudly arrested Matt Leonard on his blog, they…
“…hung this banner on the opening day of the G8 meetings in Italy, and while the Senate looks to debate the Waxman-Markey bill - the first piece of comprehensive climate legislation in the US (and industry and many Democrats have rendered the bill more harmful than helpful).”
CNN captured the stunt as it happened and interviewed park-goers to get their reaction. Judging by the anger, makes you wonder if Greenpeace’s ambitious bit of environmental marketing actually generated positive sentiment to their cause and global warming?
One thing’s for sure, they could’ve used better creative direction to make the banner resonate more with the commoner. Perhaps a thought bubble above Lincoln that said, “Is it hot out here, or is it just me?” Now that’s the kind of stuff the National park visitor can appreciate, and it would’ve gotten a few chuckles from the parking lot.
What do you think? Does this make Greenpeace look silly, radical, relevant, important, thought provoking, what…?
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For 18 years, Park Howell has been the owner and chief storyteller of Park&Co, an advertising agency in Phoenix, AZ that exists to build movements that matter.
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July 10, 2009 at 11:26 am
It’s not just the banner that makes them look silly; their presumed beleif in 100% man-made global warming is the little propeller on top of their beanies in my opinion…
July 10, 2009 at 11:43 am
Love the propeller reference. I think they stubbed their toe, too. Thanks Pat.
July 11, 2009 at 5:01 am
I think that anytime someone brings attention to the fact that legislation needs to change in order for us to see that we are poisoning the planet, it’s a good thing. It brought on a lot of headlines and got a lot of discussion started.
It was also good, because it got Pat O to come out and show his (her?) ignorance?
July 11, 2009 at 11:31 am
You’re right, Bob, any discussion on global warming is typically pretty good. I just thought Greenpeace was a little short sighted and missed a great opportunity to resonate more with middle America. It’s not the extremists that are going to make the difference. It’s those common folk in the parking lot that can be a powerful voice for change. If they alienate them, they lose the largest eco-megaphone in America. Having said that, hat’s off toe Greenpeace for making a bold move and statement.
July 11, 2009 at 6:36 pm
@Park – I agree that is was a little short sighted. All this stunt did was piss off a lot of people. What’s the point in doing that?
July 13, 2009 at 6:58 am
Park:
Does this make Greenpeace look relevant, important, silly, etc.? Depends on what Greenpeace’s goal was? Usually, they are trying to bring awareness to an issue and many people do not embrace their stunts or marketing tactics. Had they added a little humor like you suggest, more people would have smiled and talked about the issue. Instead, once again, Greenpeace’s in your face (in Lincoln’s face?) stunt came across as crass and negative.
I’m an environmental advocate that believes in helping people move from awareness to action. It’s fundamentally about behavior change, which requires education and sitting down at the table for discussion. Behavior change does not occur with a protest or sign. It occurs when someone believes in their heart that he or she needs to change what they do. It occurs when we help people make small steps in the right direction instead of overwhelming them with fear and negative mud slinging.
July 13, 2009 at 8:31 am
Amen Jeff. I can see you and I are of like minds. Carla seems to agree as well. It’s hard to trumpet the work of radicals, because most people just find it difficult to adopt their approach to the environment. Greenpeace had some huevos for pulling off the stunt. They just could’ve used more sensibility in the message. Have a great week.
April 3, 2012 at 10:29 am
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