Greenpeace Engagement with its Audiences

In the assigned Learn materials for this Module: Week, you were educated on many facets of international engagement. For this Discussion, you will research an international group, NGO, or other similarly situated group and explain how this group is helping to engage an international audience. If this is an area of interest or passion for you that must also be noted.


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Sample Answer


Greenpeace Engagement with its Audiences

Greenpeace is an international non-governmental organization that is focused on ensuring a global greener and more peaceful world by fighting systems that pose a threat to the environment. The NGO has a presence in many countries which means it engages with a huge number of its audiences in achieving its primary mandate. According to Greenpeace Fund (n.d), the NGO enjoys more than three million audiences including its supporters, allies, and partners in more than 55 countries. The engagement with this humongous size of audience is primarily done through campaign strategies that are meant to teach, educate and evoke a reaction to the problem of climate change. The use of visuals such as films, photos, graphics, and animation is one of the many ways that Greenpeace engages with its audience globally (Camosy, 2021). Therefore, the numerous campaign strategies have helped the NGO communicate its agenda and educate its millions of audiences on the importance of maintaining a greener and peaceful world.

Furthermore, the NGO has incorporated “Mindwork” which is a new psychological way of engaging with its audience. According to Coca (2019), Mindwork is a startup within the NGO that is focused on helping its audience by applying cognitive science in the campaigns.  The use of campaigns to engage with its audience has also been improved by the utilization of technology advancement and affordability. For instance, the recent Greenpeace Unfriend Coal campaign is one example that the NGO has utilized social media “….to mobilize transnational supporters to engage in wide-ranging contentious protest activism” (Katz-Kimchi & Manosevitch, 2015, p.3). Therefore, campaigns have been the main engaging strategy used by the Greenpeace movement in pushing for engagement with its millions of audiences across the globe with the help of engagement tools such as visuals, psychological skills, and technology.


Camosy, K. (2021, June 22). Making history: How Greenpeace visuals win campaigns. Greenpeace USA.

Coca, N. (2019, August 29). How Greenpeace is using psychological approaches to build more effective climate campaigns. MobLab.

Greenpeace Fund. (n.d.). About Greenpeace

Katz-Kimchi, M., & Manosevitch, I. (2015). Mobilizing Facebook users against Facebook’s energy policy: The case of Greenpeace unfriend coal campaign. Environmental communication, 9(2), 248-267.

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