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Greenpeace Shard stunt attracts global coverage

A stunt staged by Greenpeace involving protestors climbing the Shard has attracted worldwide media coverage and led to a surge in support for the charity's Arctic drilling campaign, the organisation has claimed.

Shard: Greenpeace protesters

Shard: Greenpeace protesters

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Six protestors climbed the building without permission to campaign against Shell’s plans to drill in the Arctic.

Greenpeace executive director John Sauven said over 65,000 people had signed up to support the campaign in the last 24 hours and a live-stream of the climb on the Greenpeace website peaked at 13,000 viewers.

‘We were able to broadcast ourselves and it was quite an innovative set up,’ said Sauven. ‘With the technology we’re able to deploy now, with cameras on the helmets and quite good live feeds, the potential is very high.’

He added: ‘The media coverage has been quite amazing. It has gone massive globally, in far off places like Japan, Fiji and New Zealand – beyond where the climbers have come from, where the coverage has been huge. It has been breaking news all over the world and there has been a big public response.’

Shell put out a statement saying: 'We respect the right of individuals and organisations to engage in a free and frank exchange of views about our operations. Recognising the right of individuals to express their point of view, we only ask that they do so with their safety and the safety of others in mind.'

It also sent out a short statement with background on Shell’s activities in the Arctic. Shell spokesperson Sarah Bradley said the company was not planning to communicate anything more on the issue at this time.

Change.org communications director John Coventry said the stunt had a very positive reaction from the campaigning comms community.

‘It’s well up there as one of the best things I’ve seen - the use of social, with a simple landing page, amplified though Twitter and then picked up on the news sites. They’ve achieved this amazing 360 degree transmission,’ he said.

‘We exist in a crowded marketplace and this has really brought the Greenpeace brand to life. Bringing the on and offline worlds together in this way has been incredible. It’s the scale of ambition that makes the whole thing an incredible feat. It has set the bar high creatively.’

This article was first published on marketingmagazine.co.uk

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