Greenpeace Italia: save the Parmigiano Reggiano from OGM

 
                                         What the fuss is about.

This case study appears in these showcases

• Electronic fundraising

• Web-based fundraising

• New media and technology showcase

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SOFII's view

Medium of communication:

Type of charity:

Target audience:

Country of origin:

Creator/originator:

Marcello Colacino, Greenpeace Italia

Name of exhibitor:

Date of first appearance:

Summary/objectives:

This is an email appeal asking supporters of Greenpeace Italia to participate in an online petition to the Consorzio of Parmigiano Reggiano (an association of people who produce the world-famous Italian cheese Parmigiano Reggiano) to ask for a modification of their rules of production for the Parmigiano cheese. In particular the petition requested that the manufacturers should not make it with genetically modified (OGM) milk.

Background:

For many years, Greenpeace has been campaigning around the world against the use of genetically modified organisms in food and food products. Greenpeace regularly uses petitions to mobilise supporters and influence change. In recent years Greenpeace has been very effective at using email as a primary means of quickly engaging campaigning supporters and as a low-cost way of raising money.

Special Characteristics:

This email campaign is really a call to action, good image, very few words but with very high impact.

Merits:

Because it's a clear, short, but very effective way to inform Italian people that OGM (genetically modified organisms) are used in the famous Parmigiano Reggiano and that, as a result, every Italian is eating OGM every day.