In the lead-up to Copenhagen, Greenpeace had one big concern: that the coal lobby had the ear of Kevin Rudd and so he might act with vested interests rather than the climate in mind. To send him the message that Greenpeace was watching, we created Dirty Kev, a campaign encouraging people to make ‘Kev’ a dirty word if he does a dirty deal.
Like all Greenpeace campaigns it needed to be cost effective, work without paid media and be able to be used at rallies and to encourage the participation of their supporter base. Dirty Kev was reported on by blogs worldwide, featured heavily in Greenpeace’s own communications around the event and helped create fresh language for commentary on the Copenhagen summit.
What we did
- Dirty Kev idea
- Campaign website
- TV/Online video
- T-shirt design
- Avant cards
- Poster campaign
- Blog
- Social media tie-in
- Online seeding
