Greenpeace Versus Shell Via Lego: The Building Blocks Of A Successful PR Campaign
Stick 'em up. Credit: Me2, CC BY-NC-SA
By Toby Miller, Cardiff University
October 9 2014 was a big day in eco-activism: Lego announced that it would not renew a product-placement deal with Shell, following concerted pressure from Greenpeace as part of a campaign to ban Arctic oil exploration by attacking firms associated with such activities.
It is a common tactic of major energy companies to engage in collaborations with companies such as Lego as part of their quest for what they call a “social license” to operate. That means winning local, national and international community support.
Did…