• What was the creative strategic solution?

As the Conference took place in the middle of the Christmas season, a snow globe was produced. But instead of snow flakes falling over Santa when shaken, coal dust whirls around delivering a dark and poignant message.• Describe the different channel(s) and how they worked together to maximise the campaign.

The channel used was the Poznan Climate Change Conference. Since this gathering would very much determine the kind of language suitable for the critical Copenhagen Conference this year, it was the best venue for Greenpeace to make a strong declaration about coal usage in China.

While the world’s most powerful industrial countries have, until now, been very successful at finding various ways around signing on to strict, meaningful carbon emission agreements, the Poznan Conference saw meaningful progress for the first time.

When asked about the 'coal globe', the Greenpeace Communications Director said, “It gave us the kind of jaw-dropping impact needed to convince global delegates that China is feeling the necessary pressure in the lead up to Copenhagen. And subsequently, the Copenhagen goals being discussed for carbon emission reduction have been far more ambitious than previously thought possible.”