That's the Style

When it comes to the fashions of environmental messages, Greenpeace is a trendsetter.

Last summer, I blogged about the organization's powerful use of critical rhetoric against Royal Dutch Shell and Lego. That campaign ended in success when Lego announced it would cut ties with the oil company. Greenpeace has also taken on Shell in other fun, strategic ways, including this video recorded at a racing event sponsored by Shell:

The video Shell doesn't want you to see from Greenpeace on Vimeo.

Greenpeace's attacks on Shell represent part of the environmental group's Save the Arctic campaign. The campaign has been successful at helping delay Shell's plans to drill for oil in the Arctic Ocean, demonstrating the power of Greenpeace's unique messaging strategies.

Like all good trendsetters though, Greenpeace continues to push forward with its ideas. It has decided to make the style guide for the Save the Arctic campaign open-source. The campaign's fonts, colors, images, and videos are available here to the public, which Greenpeace encourages to create content that expands the reach of the message. For example, I was able to download this logo:

Giving people access to these resources allows Greenpeace to promote its message in a cool, new way. Now, many more voices can add to the campaign, opening up creative potential and taking on Shell through a strength-in-numbers approach.

With its latest strategy, Greenpeace shows us an exciting future for environmental communication.