Thread

Background

Spanish company Endesa was planning a hydroelectric project that would involve running 2,500 kilometres of power lines across the unspoilt scenery of Patagonia in Chile. Greenpeace Spain needed to raise money to fund its campaign against this.

Idea

Greenpeace members were sent a large-format postcard, showing an electricity pylon belonging to Spanish company Endesa in the middle of the Patagonian wilderness in Chile. The pylon was embroidered onto the card. By pulling on a loose thread, recipients could remove it from the picture – illustrating how they could help to combat the threat posed by Endesa to the Patagonian landscape.

Results

The mailing was sent to 37,500 current members, 500 donors and 3,000 lapsed members. More than 30% made a donation, giving a big boost to Greenpeace’s fight against the hydroelectric threat.

Target audience

Greenpeace members

Volume/size of campaign

40,000 mailings

Our Thoughts

So much pro-bono has no real call to action. It just describes the problem and asks us to feel sorry or angry the world is being f**ked up. This piece asks for more. It asks for money which can be put to work to do something practical about the problem. In your own small way you can make a difference. Big thinking.