Engagement tactics

From Greenpeace Wiki

Inspirational Tactics for Offline Engagement

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat"

With the new engagement framework, lots of offices in Greenpeace are working to develop strategies to move people from the bottom of the pyramid to the top.

As we can see in different data that the organisation have, we are really good in the bottom of the pyramid. The numbers of followers in all the social media channels, the leads registers in the different data base are awesome. On the other hand, we also are quite good in the top, with more than 24.500 active volunteers leading, organising and mobilising locally.

To create this journey, from people in the bottom of the pyramid to the top, we need to be able to manage the call to act (tactics on/offline)for the middle of pyramid.

Nowadays, lot of offices are combining a classical local group structure (people in different cities working under Greenpeace name) with a distributed volunteer network. This network is much more flexible. Involve people with really different level of commitment, training. Lot of this networks are organise using Greenwire.

When a project designs the Theory of change and the strategy, lot of time is quite clear for the teams to design tactics to reach more people and tactics to ask our volunteers and leaders to create the change that the campaign needs. But it is much more difficult to be ready to see how the people that can do a bit more can be involved and can be a change agent in this strategy.

During 2016, there was a global brainstorming to gather a list of inspirational offline tactics

We have divide this in different groups based the kind of tactics.



- Greenpeakers in schools: Volunteers doing 1-5 hour activity in a school about some campaign or about Greenpeace history and volunteering.Could be great from the offices to offer materials (as presentations and design activities) and also to provide a training for the volunteers doing this kind of activities. (Example: UK Greenspeakers page)

- Design a game for kids: Design a board game for kids and use it in different events and activities

- Volunteer in the University: Organise University groups that can support with offline activities the different campaigns. They can collect signatures, make photoopps, create a more sustanaible campus or do some greenspeakers in the different college. (Example: USA Tuna Campaign)

- Online system for schools to share green projects: Schools lot of time has some projects as garden, solar panels etc. Create a network, using some online tool (or Greenwire per exemple) where they could meet to share experiences. Volunteers could facilitate this network of schools and also do some activities in their centers. Edutative materials: Generate some materials to do activities in the school for teachers and volunteers. (Example (in spanish): Materials for school )


- Create videos: There are lot of volunteers which profession or hobby is to edit and create videos. Use this great skill to do promotional videos for campaigns but also for volunteer activities Videos to invite people to Greenwire. (Example: [Join Greenwire USA] ) Videos to invite people to a big offline event / activity Video to show what volunteers are doing in one country

- Online Activists: Create a group of online volunteers to comment on social media channels, forums, newspapers, etc: Volunteers that can be really well informed about campaigns and they could spread the message of Greenpeace as individuals, posting comments and suggestions in different public inbox of internet.

- Change your social avatar to express support for a campaign. (Example: [Arctic30 were in Russian prision])

- Personal blog content related with Greenpeace: Find people that have personal blogs and create a network of people that can post some content about Greepeace. This content will arrive to different people. Volunteers can organise and facilitate the communication with this bloggers.

- Share photos: Ask people to take selfies with message and post in social media. There are quite a lot of options to do this: Do an offline event, and take pictures of people and upload to social media Greenpeace Channel Ask people to do it in a Day of Action using a specific #Hastag. (Example: [#IceDay for OSPAR project in the Arctic campaign]) Create a chain, some volunteers nominating some friends in social media and people has to take the photo and nominate others.

- Social Media Challenges: Similar to the Ice bucket challenge, but with Greenpeace challenge, per exemple. “3 days walking with your trash” and people can share who they feel living with trash at home etc.; “What I’m eating” and people share photos with something sustainable they are eating and why….



- Theater: Design and write a theater play with Greenpeace content for kids and adults. This can be as an punctual activity or perhaps a team of volunteers can form a Theater group. (Example: [Spanish Volunteer Theatre team])

- Contact with local celebrities: There are lot of local celebrities and influencers that are not reach by the office, but could be interesting people to spread locally some campaigns. This need a lot of coordination with the office. (Example: Act For Arctic project, [political lobby training trainers] & ressources; [ActForArctic Toolkit])

- Flashmob: Street theater or public dance to promote a campaign. This can be organise and done by volunteers or volunteers can organise it and ask followers and donors to attend the event and participate. This will increase the engagement level of people and could be really interesting.

- Art activities in the streets: There are lot of possibilities to do art on the streets. There are probably as much as ideas as artist can be, but some ideas could be: Artistic installations in the street. Hidden camera with campaign reactions Sound installations (recording the sound of the forest and the city and installing in some places of the city)

Graffiti: Of course we need to take care of not to damage any official wall, or something but there are different ways to reach this tactic: Reverse graffiti, so you clean a wall and the image is the clean part. (Example: [Clean Graffiti in London]) Collaborate with some artistic association and with the council to do a big mural in some public walls (arctic poster) (Example: [Arctic big artist wall in Argentina])

Film projections and debate: Project some films related with some campaigns and create a debate after. This can be used also as a invitation for a offline activity in some weeks. You create awareness about some topic and invite people to act few weeks after in a demonstration. We need to be sure we have the rights to screen the film. Some councils have free auditorium to do this kind of work or also some bars with “Green-Drink” activities. (Example: [Local Group of Burdeaux])

Music and events with solar energy: Create a event with live music with renewable energy. This can be something small or something big or part of a music festival. (Example: [small event in Spain]; [Big collaboration in Glastonbury])

Create a song for Greenpeace by a local band: Collaborate with a local band to create a song that could talk about greenpeace. This song can be used in some video to promote activities etc.



Urban-Agricultur / Urban - Gardering: There are a lot of activities that can be done with this idea of local and ecological agriculture in the urban areas.

--- Plant in open spaces and public garden vegetables and add some placard to explain what is this --- Organise some public workshops to explain how to do a urban vegetable garden or seed bank (this can be organise with local associations). (Example: Greenpeace Africa Seed Bank workshop) --- Organise vegetable gardeting in some schools --- Promote the compost. Create some spaces to do composts etc.

Organise tree planting activities. This can be done by Greenpeace or support some local association.

Organise Cleanup: Beach/Forest/Hills/Mountains/Parks cleanups with other associations to spread the message. This could be related with the need to change some consumption habits etc. (Example: CleanUpDay in Australia)

Activities with food: There are lot of possible activities related good food and the sustainability of food:

--- Organise a competition to find the best and more sustanaible dish ever. (Example: Fodd for life campaign in Mexico, competition for eco-dish)

--- Organise a special dinner with a famous chef that could cook sustainable menu

--- Organise a festival with Solar cooking

Changing our habits: Give practical ideas on how individuals or their surrounded community (family, street, etc...) can change their own person practices.

--- Create challenges by social media “who can create a urban garden” / “Who use the bike 2 days / week”

--- Create a concrete campaign tools guide about daily life styles to support our campaign eg: weekly good habits to get rid of oil ( local food, use bike, etc)


Participate in public RUNNING activities: Participate in some massive activities organise by others with some hand banners, images and materials. We can reach lot of people in one single activity.

Organise activities after work: People like to hangout after work. We could use this opportunity to create some spaces to debate and talk about our campaigns: --- GreenDrink, some drinks and talks in some eco/bio bar. (Example: Greenpeace Africa GreenDrinks) --- Film-projections after work

Storytelling of old people: Look for different faces, old people that can explain how was the life years ago. (Example: Climate Hero campaign in GPSpain)

Ask people to stand up with Greenpeace: Doing something that can visualize that this person is supportin some campaign: --- Color the house window (or your doors or whatever) in flashing green… --- Put a window banner --- Put a bike sticker --- Generate presents that can be the campaing symbol and people can feel identify

Organise a network in the small villages of people with environmental awareness: Create a group of people that can do different things in the village for environmental ressons (don’t need to be under Greenpeace Brand). Using Greenwire per exemple.

Familiar picnic with sustentable food: Create some family activities, just to chill and enjoy, with families, friends, with a message of our campaigns, but with the focus to enjoy the time

Give leaflets in the street: Classic volunteer activity of people giving information in the streets. We could do it different, changing the place and attending some local markets, go to the beach, bars...


Human Center Design method: Different process, in different ways and with different methodologie to listen from the people that are part of Greenpeace:

--- Questionaire. Online questionaire but also ofline questionaire where people can experience the different campaigns and give feedback about their thoughts. (Example: EastAsia survey) Focus Group

--- #AskGreenpeace people can tweet a question to GP, a staff person answers using snapchat (Brasil, Tapajos, 2016) Involve people in an online brainstorm to involve them and their ideas in our campaign planning

Create a "Treasure Hunt" for activists and volunteers, where they have to go on a fun, entertainment, difficult mission that might involve



Generate and facilitate fix open spaces for Greenpeace to collaborate with other NGO: Could be great to have an agreement with office and volunteers to offer the office as an space to be used by coalitions that are working with the volunteers and the office. Also could be great to ask councils and local government to use some public spaces or rooms (sometime libraries; universities etc has this kind of spaces)

Work with retire people and social associations (women association in the different cities etc): Look for stablish some relation with non-environmental associations, but that cna generate win-win strategies. Retire associations has lot of people with lot of time and probably professional skills, that could colaborate in some projects with Greenpeace.

Organise some training for other NGO: Collaborate with NGO can be also doing some trainings or workshops with them. Sometimes Greenpeace has the capacity to organise or co-organise some training for campaigns, social media skills, leadership for general public. This is another way to achieve a billion act of courage.

Mass NVDA Mobilisation: Massive non violent action in coalition with others. There is a guideline to deliver this kind of tactics.



Local celebrities: Contact with local celebrities and try that this person could share the campaigns or join the campaign. This can be really different ways: Political tool: people sign a declaration of the campaign and this could be a pressure tool Awareness tool: Celebrity make as local speaker to different audiences about the campaign

Organise teams to collect offline signatures in one day: Organise group of people that can collect signatures in specific days or local events. This could be easily be organised using Greenwire with people from the same city. Signature Challenge: Generate a competition with pize, o motivate people to gather more and more signatures.

Bike march: Bike march can be something to engage people and create awareness about a campaign or at the same time could be something that can be use as political pressure, as the bikes can go in front of a parlament and do some kind of photo opp. (Example: IceRide for Arctic)

Activities on DIY with Solar Energy: Workshops to build small solar gadgets, solar cookers etc. Create some workshops for schools or general public.

Phone Calls: Do hundred of phone calls to invite people to participate in an offline activity. If we can use some phone call list of people interested in one campaign or people that have registered in a online form to participate, the conversion would be great. Alo we could use some apps as CallFire

Cocreate a huge banner: Ask everyone to make a banner on cleaning cloth and send it to GP. They sew it together to make 1 big banner which can be used in an iconic moment. (Germany, Shell campaign 2015)

Petition delivery: When a petiton is collecting with a political goal, the deliver moment is quite important, for the political goal but also for those who sign it and they want to see their support making change. There are lot of different ways to make this deliver:

--- 1 petition sign up represents a physical delivery. Like stones for GPNL fishery campaign, or drops for NZ (NZ, 2016)

--- Signatures deliver in boxes, and the boxes create an image as a banner. (Example: Brasil delivering Amazon signatures)

--- Signatures are in a digital format and this is deliver as a present. (Example: Ban ki Moon received Arctic Defenders names)

Crowdfunding: Generate a crowdfunding project to create a sustainable village. Crowdfund for solar power panels, create community food patches, train people on food growing and nutrition, train on all aspects of sustainability and make it a model for others to follow, etc. (Example: Greece and solar energy)

Offline stickering: Use stickers to make a direct pressure to a bran or a company. (Example: Detox Campaign)

--- Return the product: Generate a demonstration in a store, with a huge queue of people returning some product due to their unsustainability.

Send a Protest Postcard: Send offline to people by post a postcard which they are to send as a protest postcard to the company (Germany, Tapajos/Tina sent to 600.000 financial supporters, 2016)



Translation: Professional translators could support greenpeace:

--- Translating some writing materials or documents of Greenpeace

--- Life translation of a event: Per exemple organise a conference with artisanal fishermen from europe, you probably will need some professional life translators.

Campaign topic professional. Specific and qualify support with campaigns (architect can support as environmental analysis of impacts)

IT: Some it people could support Greenpeace in IT needs for actions or volunteer activities, but also in the office

Research: Support campaign and programs to do citizien science and research.

Graphic designer: There are a lot of need to layout or create nice graphics for campaigns

Photograhers or video makers: People that could cover and donate the photos and video of an event of volunteers

Music band: People that have an amateur band, but that could play in a Greenpeace event to have some life music etc.

Teachers: People that have a great educational skills and wants to be trainers or greenspeakers in the organisation