Generating a public debate: NGOs, Activism and PR

I have seen so many activist campaigns but when I found out that Greenpeace was targeting Mattel, it caught my eye. They said that Barbie was a serial killer…. my Barbie? Really? Since she is my favourite doll, the whole story became personal.

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Greenpeace not only released this video where Ken literally insult her girlfriend, they also scaled the dizzy heights of Mattel headquarters to post a massive 100 square billboard in which Ken was shown to publicly humiliate his girlfriend, proclaiming: “Barbie, You’r Dumped. Girls That Threaten Furry Animals Make me Sick”

Even though I loved this little doll, I certainly applauded Greenpeace’s creative efforts for making sound and generating a public debate.

So then, what did she have to say?

In that respect, Mattel answered in a really cleaver way: although they could sue the NGO or start a public battle, the company raised their green paper packaging standards.
Mattel controlled the situation from the very beginning without entering Greenpeace’s game. They didn’t even mention the stunt in their press prelease; they just neutralised the activist attach with an improvement.

If an NGO critiques your company, it is always a good idea to listen at them so an activist attack can seriously damage your reputation. NGO’s are perceived to be independent of any economic self-interest and therefore they have got more credibility than business. In fact, Edelman’s Trust Barometer shows that NGO’s remain most trusted institutions globally for the fifth year in a row.

As PR practitioners we have to look at NGO’s as an active public that needs to be listened. Looking at their protocols and establishing a dialog with them will definitely help to avoid any activist attack.

On the other hand, there is an increasing trend for consumers driven ethical and environmental purchasing so your consumers will definitely appreciate any improvement in this direction. Actually, I feel much better knowing than my Barbie won’t be a serial killer anymore!

Listen actively will also help to develop a more sustainable company and, as a PR practitioner, that should be one of our goals too.

If McDonald’s went green thanks to Supersize Me, a better company will always be possible.