A CASE STUDY ON GREEN

PEACE
Working for a Green
and
Peaceful Future.
By
SAURAV GHOSH
MOHAMMED DANISH
IMRAN ALI
ANSARI SHAFED
NITESH NIHAAL

INTRODUCTION OF
TYPE FOUNDED LOCATION KEY

PEOPLE-

AREA

SERVED FOCUS METHOD REVENUE MEMBERS WEBSITE-

Non Governmental Organization.

1971,Vancouver,Canada.
Amsterdam, Netherlands.
Kumi Nadoo(ex.director)
Lalita Ramdas(Chairman)
Worldwide.
Environmentalism, peace.
Direct action,lobbying,research.
196.6 million(2008).
2.86 million(2008).
www.greenpeace.org.

BACKGROUND NOTE ON
In

1969, a small group of American activist travelled to Vancouver

Canada to create awareness about the environmental
preservation of a church.
In 1971,they tried to stop nuclear test of US on the island of
Amchitka by simply to bear witness and attain media attention.
The first success led to the emergence of Green peace.
Green

peace name suggested by Bill Darnell an activist in the

group.
Another activitist in the group tried to convince other organization
and join hands with Green Peace.
In 1979 it has membership of 24 nations on a budget of $100
million.
Its mission is to use non violent confrontation to expose global
environmental problems and to force the solutions which are
essential to green and peaceful future.

KUMI NADOO

EXECUTIVE DIRECTOR OF GREEN PEACE

OPERATIONS OF
In

each country where Green Peace, there was a board of

directors which appointed a trustee to represent the
country office to head quarters.
They met annually to decide on important matters related
to environment and long tern strategy of the organization.
It also elects the four member international board and
selection of the chairman.
This board also elects a international executive director
who together with other senior people oversee the
working of the organization.
It main task is to manage the green peace fleet of ships,
coordinated plans, implemented campaigns and
monitored compliance with core policies.

CONTINUATION
Apart

from 2.8 million members, Green Peace was

helped by thousands of volunteers around the world.
It has received donations from foundations.
It did not accept any donations from governments or
corporate organizations.
It was done to ensure independence and to prserve
its integrity and can pursue its goals without any
bias.
It has maintained strict accounts that were subject to
auditing and was published in annual reports and its
website.
It main aim is to oppose anything that is damaging
the environment.

CONTINUATION
Green

peace volunteers tried to ensure that

they got a lot of media which publicized the
event and publicized the event and
embarrassed the organization in question.
Often with media publicity it forced the
organizations or firms to withdraw its
unfriendly policies.
In order to campaign, green peace had a
fleet of well equipped ships because often
the sites are out of sight.

CHANGING IMAGE OF
Green

peace maintained a know it all and do it all

aggressive image,it tried to insist on demands and
suggestions were implemented instantly.
They invited photographs and showed them whales and
corpses of seal pups in the 1970 which was evidence of
the programSAVE THE WHALES which drew attention
of the public.
In moment of glory french agents attacked on ships of
Green peace due to their protest against french nuclear
test which led the govt.to pay US$ 13 million in
compensation which gain changed the perception of the
public.
It continued its assaults on business and organisations,it
gradually acquired the image of antibusiness.

CONTINUATION
It

predicted wrong data without going into

research on shell companies about pollution
caused by shell because of oil dumping.
After that it protested against conducting of
french nuclear test but did raised a voice when
china conducted that led to the downfall of its
image in the eyes of the public.
Not even in US but there is a fall in support all
over the world.
Then it reviewed its strategies and gone for
cooperative approach to deal with organisations.

CONTINUATION
First

deal it strike with chinese govt and it

adopted green freeze tech for refrigeration.
It used recycled paper for tickets and
requested coca cola to use green field tech
for refrigeration.
Instead of going towards non negotiable
campaigns it went towards solution oriented
campaigns.
In 2000 it establishes a research unit for
finding solutions to environmental issues and
to asist innovations in this field.

ALLS NOT GREEN FOR

Over

the years green peace accused of creating and

enjoying media attention without being seriously
concerned about environmental issues.
As it has massive funds, budgets it is subject to scrutiny
and criticism.
It got its first financial blow when Canada revoked the
charitable status.
Further damaged the image when revenue Canada gave
a statement against green peace.
Green peace raised a voice against genetically
engineered food but none gave any attention.
It critised being too narrow in vision visioned as far as
environment issues are concerned.
It created a image which forces the firms to listen to
green peace.

THE MOST TRUSTED BRAND

Despite

the criticism, Green peace is credited in

making business organizations realize environment
issue is a major concern.
It created awareness level in the general public and
made people responsive to environmental issues.
In the early 2000s it is one of the best known NGOs in
the world.
It was ranked among the top two brands in
UK,Australia and Germany.
It acquired the status of a brand through consistency
in its campaigns and methodology.
It is trusted for concern for environment and pursue
environment issues with persistence.

CONTINUATION
It

managed to involve United nations and

other international bodies in various issues.
It helped international bodies to form
treaties and have conventions on
environmental issues.
It pushed 25 environmental treaties and
conventions to be adopted.
In the early 2000s it used its name as a
brand the product that carried the ideology
itself carried its reputation forward.

HEADQUARTER OF

WEBSITE OF