Environment and Animals Intersect as Nature’s Cause

By David Capece, Managing Partner

More and more people are becoming aware of the importance of the natural world and the human impact on our planet. This discussion is growing politically, economically and culturally. The emergence of planetary cause, inclusive of animals and the environment, is being fueled online. While United Way and the Salvation Army may lead the way in total dollars, PETA, Greenpeace, and World Wildlife Fund are amassing significant digital influence with PETA claiming 2 million members and supporters, and all three closing in on 300,000 Facebook fans, or approximately 25x as many Facebook fans as United Way.

We were surprised to see PETA reach #2 on our list of Digital Influencers in Social Cause, so let’s take a deeper look. According to PETA, “their organization focuses attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in laboratories, in the clothing trade, and in the entertainment industry. They also work on a variety of other issues, including the cruel killing of beavers, birds and other pests, and the abuse of backyard dogs.”

PETA is constantly in the spotlight by stirring controversy and garnering the participation of celebrities. Among PETA’s most recent initiatives is a campaign to save the seals, in which Holly Madison, Pam Anderson, Kelly Osbourne, and Perez Hilton are among the celebs speaking out against Canada’s annual seal slaughter by posing for PETA’s new ‘Save the Seals’ ad series. That’s the latest in a series of campaigns that includes Pam Anderson fighting “Kentucky Fried Cruelty.” While one might initially react that “campaigns are old media,” PETA has done an outstanding job of incorporating these campaigns as overall content on their web site, and used them to fuel influence across platforms, including YouTube.

If it weren’t for some negative sentiment, PETA easily could have been #1 on our list. For example, in reaction to a campaign to persuade people to stop catching and eating fish, Les Palmer of Morris News Alaska says “My first thought was: How stupid do they think we are? My second was: How ridiculous can they [PETA] get?”

Just a few notches below PETA, Greenpeace comes in at #4. While they too have some negative sentiment, overall Greenpeace has built a strong fan base. According to Greenpeace, “We bear witness to environmental destruction in a peaceful, non-violent manner. We use non-violent confrontation to raise the level and quality of public debate. In exposing threats to the environment and finding solutions we have no permanent allies or adversaries. We ensure our financial independence from political or commercial interests. We seek solutions for, and promote open, informed debate about society’s environmental choices.” What is most striking about Greenpeace is their ability to get attention for stunts. These offline stunts, such as the 24-hour occupation of a mining site to focus attention on the urgent need for action on climate change following an Obama-Harper meeting, are amplified online through an impressive PR machine. According to Nielsen, consumers see at least 1,600 messages in a typical day, so Greenpeace has used guerilla marketing to stand out.

World Wildlife Fund rounds out this impressive trio at #11. Unlike PETA and Greenpeace, they have generally garnered favorable attention. WWF offers opportunities to get involved through animal adoptions (the top 100 list is led by the polar bear) or traveling on the Wild Borneo eco-adventure. WWF’s mission appears more grand and worldly than that of PETA or Greenpeace: “WWF’s ultimate goal is to build a future where people live in harmony with nature.”

Ironically, WWF’s aspirational mission may explain why they trail in digital influence.  There is an emerging activist nation that is used to always-on, accelerated action and accomplishment in our digital world.  PETA and Greenpeace have demonstrated an entrepreneurial spirit, focus, and creativity in tackling major issues in the spotlight.  While WWF has a positive digital voice for planetary cause, it lacks the raw firing power of its more aggressive counterparts who are using digital media as an opportunity to amplify their voice and influence.  Cute pandas aren’t enough.  We are moved by Kelly Osbourne and the sight of slaughtered cows.

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Image by B S K from Stock.Xchng

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