Organization: Greenpeace (Washington, DC)
Campaign: Barbie: It's Over
Duration: June 7-October 5, 2011
Budget: About $50,000
Greenpeace learned that Asia Pulp and Paper (APP), an Indonesian company purportedly destroying huge tracts of rainforest that are home to the endangered Sumatran tiger, had large contracts with US companies.
The organization needed a compelling global campaign to communicate the damage it believed APP was doing and pressure the companies involved to switch to a more environmentally friendly paper supplier. ...