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Greenpeace v Shell via Lego: The building blocks of a successful campaign

Monday 20 Oct 14 12:00pm

By TOBY MILLER.- October 9, 2014, was a big day in eco-activism: Lego announced that it would not renew a product-placement deal with Shell, following concerted pressure from Greenpeace as part of a campaign to ban Arctic oil exploration by attacking firms associated with such activities.

It is a common tactic of major energy companies to engage in collaborations with companies such as Lego as part of their quest for what they call a “social license” to operate.

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