Greenpeace UK’s Rainbow Warrior III thank-you video
Rainbow Warrior III. What it’s all about.
This case study appears in these showcases
More case studies from Greenpeace
As one supporter said: kapow!
It was a good idea to invite supporters to see and touch the ship that they bought for Greenpeace. Then to send a video of the event as a thank-you is brilliant. And they really do say thank you throughout. The short interviews with various members of Greenpeace staff explain why the ship is so vital to Greenpeace’s work, what it means as a symbol of peaceful direct action and environmental campaigning and how it was all made possible by their wonderful supporters. We also like this because the video was the result of collaboration between the web team and the direct mail team. We’re big on collaboration between teams at SOFII. They must have been so pleased when their delighted supporters wrote to thank them.
Medium of communication:Online.
Type of charity:Environmental/animals.
Country of origin:UK.
The web and direct mail teams, Greenpeace UK.
Name of exhibitor:Renuka Bhogal, marketing manager, Greenpeace UK
Date of first appearance:November, 2011.
To thank supporters who had given money to help build Rainbow Warrior III.
Greenpeace’s new flagship – the Rainbow Warrior III – was launched in Bremen on 14 October and visited London from 8 to 13 November as part of her maiden voyage. There were several planned events during her stay, including an onboard concert and open days, which supporters were invited to.
Greenpeace UK produced a five-minute video to showcase some of the highlights of the visit. The video was sent by email as a thank-you card to the 7000 supporters who were able to be there, as a memento of their time onboard, and those who couldn’t to say, ‘Sorry you couldn't make it, but you can see the ship anyway’.
As the video will also be available to other supporters the content has been made to work for all contexts. The body copy of the email was tailored depending on whether the supporter gave a donation to fund the building of the ship or not.
The style and tone of the video are energetic, fun and celebratory
The focus is heavily on supporters reacting to the ship, looking around and being inspired. It’s down to their generosity that the ship has been built, so they are at the front and centre throughout. The video features as broad a range of people as possible.
It also captures something of the heritage that goes with the name Rainbow Warrior, through short interviews with the captain, international executive director Kumi Naidoo, GP UK executive director John Sauven and Greenpeace veterans who have memories of the preceding Rainbow Warriors.
Here are some of the comments Greenpeace received
‘Thank you for this inspiring video of your launch. I was SO sorry not to be able to come up and this is a great alternative. When I opened it and saw Rainbow Warrior gliding up the Thames, I just burst into tears! She looked so pristine, brave and beautiful and will take on the injustices of our fragmented world.’
‘I will be following your newssheets as you head out and away and wishing you good will, strength and courage.’
‘My husband and I managed to get aboard and we were very impressed it is so clean are you sure that you are using it!!’
‘I loved the video of all your achievements it is amazing what has happened over the last 40 years all I can say is thank goodness for GREENPEACE.’
We consider this video a big success as it was shot, edited and emailed within two weeks of the event, put together on a tiny budget, it achieved the brief and Greenpeace supporters loved it.