online campaign Green Santa Oxfam Novib

Oxfam Novib: Green Santa 2009


• In the Netherlands at december 5th Santa gives presents to the children;

• Santa is something different then Santa Claus who gives presents to all around Christmas;

• In the Netherlands Santa where’s a red ‘dress’;

• But, Oxfam Novib ‘invented’ the Green Santa;

• His message: “Buy fair presents!”;

• Why a Green Santa?

• Because green is Oxfam’s color, and green is the color of sustainability;


• Green Santa returns.

• In the Netherlands it’s tradition to give your friends a chocolate letter. My name is Roy, so my friends give me a chocolate ‘R’;

• But, still in the Netherlands 19 million of the 23 million chocolateletters sold are not fair trade. That’s 85%!

• Green Santa is not amused.


• Green Santa is not amused.

• Report: states that still in the Netherlands 19 million of the 23 million chocolateletters sold are not fair trade. That’s 85%! There are four stores that only sell non fair trade chocolateletters. All other stores have about 4% of fair trade chocoladeletters in their stores, beside 96% of non fair trade alternatives.

• Demand: I want that all 23 million chocoladeletters are fair trade in 2010!

• Targets: the 4 really bad stores : Jamin, Hema, Aldi & Lidl.


• Strategy: benchmark, naming and shaming (focus on bad stores instead of good ones)

• Communications– Green Santa brings report to 4 bad stores in person.– Launch of report.– Launch of radiocommercial and advertisement.– Launch of website and online social netwerk campaign (on dutch

version of Facebook, called Hyves).

• Online concept: become an Action Hero and fight together with Green Santa against non fair trade chocolateletters

• Online campaigning tool: write a online message (in chocolate) at the shop-window (online)



That’s me! I am an Action Hero called The Royachoconator!

Green Santa is also supported by Dutch celebrities

Step 1: Go to www.groenesint.nl

This counter shows how many people joined Green Santa’s team of Action

Heroes

Step 2: Watch Green Santa trailer

Voiceover:He’s back!

To continue his conquest.

An Action Hero calls Green Santa to introduce a new Action Hero.

Green Santa speaks:

Yes, I need all support I can get, to get all non-fair trade chocolateletters

out of stores.

He than phones the new to be Action Hero to ask if he/she likes to join

Green Santa’s team of Action Heroes

Tip: put sound on

Step 3a: Enter your name

Step 3b (optional): keep me posted

Step 3c (optional): if you like to receive updates, enter your

emailadres

Step 3d: push button ‘I will join Green Santa’s team of Action Heroes’. We

automatically generate an Action Hero avatar

Your avatar will be shown in this poster and the update menu.

Green Santa writes: thank you for joining my team of Action Heroes.

Now, please leave a message for the stores that sell non-fair trade

chocoladeletters

Step 4: push tab ‘beklad winkels’ (in english: ‘smear a store’)

These are the ‘bad guys’. Beside our 4 main targets (of whom already 3 have

promised to sell fair trade chocolateletters within a couple of years) we added some bad guys.

Step 5: push on one of the buttons

Step 6a: tab on one of the messages and than tab on the store window.

Tip: Try to write your message with chocolate!

Step 6b: click on ‘opslaan’ (finish) when you are done.

More action

Here we congratulate stores (our targets) with their public promises

(press release) to Green Santa to only sell fair chocoladeletters within a

couple of years.

Here you can see who has become an Action Hero, all tweets, pictures,

smeared stores and video’s.

Our lobbyist Frank keeps a blog.

Here you can watch Green Santa’s own News Bulletin. And Green Santa is

anchorman.


Green Santa, and his conquest against non fair trade chocolateletters, is big news in the Netherlands. He’s all over the news.

Biggest newspaper in the Netherlands:Red Santa sick and tired of Green Santa!

Oxfam Novib: Green Santa 2009Website: www.groenesint.nl

Hyves (aka Dutch Facebook): http://groenesint.hyves.nl/

Pictures of real Green Santa: http://www.flickr.com/photos/oxfamnovib/collections/72157622692375919/

Pictures of Action Heroes and smeared stores: http://www.flickr.com/photos/groenesint

Youtube: http://www.youtube.com/oxfamnovib

Twitter: http://twitter.com/degroenesint

Questions: Bob Overbeeke (e-campaigner): [email protected] / http://www.linkedin.com/in/boboverbeeke

http://www.groenesint.nl/

mailto:[email protected]

http://www.linkedin.com/in/boboverbeeke

http://www.linkedin.com/in/boboverbeeke

Oxfam Novib: Green Santa 2009This presentation is presented to you by Roy Vink ([email protected] / www.linkedin.com/in/royvink - campaigner Oxfam Novib)

mailto:[email protected]

online campaign Green Santa Oxfam Novib

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Transcript of online campaign Green Santa Oxfam Novib