Discuss about the Greenpeace Australia Pacific.
Organizations like Sierra Club, National Audubon Society, World Wildlife Fund, etc. are some of the nonprofit organizations like Greenpeace that work towards the sustainable use of the energy and saving the environment from the harmful effects of the industries. These organizations work exclusively for the protection, conservation and awareness of the environment. The developing countries are seeing more growth in these organizations than the countries that are already developed. Organizations such as Earth and Sea Shepherd Conservation Society has been majorly successful in promoting the awareness programs related to the dangers of using drift nets in the commercial fishing industry. These organizations look after the issues related to the future protection of the environment and the sustainable development of it (Rosenbaum, 2013).
These organizations are needed to stop the climatic changes that are happening due to the global warming effects. They also campaign for protecting the ancient forests that are present in the world so that the flora and fauna of these places do not become extinct. The people who live in these forests are also coming under the threat as they use the forests to fulfill their necessities. The organizations also saves the oceans from being overfished such as whaling, pirate fishing and the aquacultures relating to shrimp fishing (Hannigan, 2014).
Greenpeace Australia Pacific has been working actively for the past twenty years to make the world better from the human-induced change in the climatic conditions. They mainly concentrate on the activities that promote an alternative to clean energy from the use of the fossil fuels. The Australian community had campaigned to extend the Federal Mandatory Renewable Energy Target (MRET) program and collaborated with the state governments to introduce the state based renewable energy targets (Ritter & Panegyres, 2014). They made the government to put a price on the carbon so that it will force the polluting companies to pay heavy amounts for the pollution that the company is making. The government had to remove all the subsidies that were provided to the fossil fuel industries earlier to support the technologies that deal with zero emissions such as renewable energy and efficient use of energy. It also saw that the government provided incentive to those companies that were willing to invest in the renewable energy projects till the time the cost of these projects become competitive in the markets as opposed to the fossil fuel industries (Mercer, de Rijke & Dressler, 2014).
The Greenpeace Australia Pacific organization is working to protect the Pineapple Zamia from becoming extinct. The plant looks like a palm and is larger than the Macrozamia species. It has a broader and leathery texture of leaves. The leaflets grow up to 10-35 cm in length and is 40-60 cm in width. The plant has no midrib and the veins run parallelly to the plant. It does not bear any flowers but the fruits are larger and conically shaped similar to the Macrozamia plants. The seeds of the plant are red in color and are 4-6 cm in length and the width being 3-3.5 cm (Shaw, 2014).
The online campaign of ‘Save Pineapple Zamia’ will allow the organization to have a greater access in targeting the audience. This type of social media marketing will allow the organization to reach further to the audience as majority of the people in the modern world uses technology to gather information about anything that they want (Grant, 2016).
The organization does not accept any monetary benefits from the government or the big corporations, as it is against the core values of the organization, so the budget to expand the promotional activities are very limited. The period of the campaign is also very important as it is seen that people tend to lose their interests in the social advertisements after a certain point of time (Caldecott, Tilbury & Ma, 2013).
The promotion of the campaign by taking the help of social media will increase the membership of the campaign when it is successfully implemented. The support from the third parties will help the campaign to gather more members and make a real change in the environment (Grant, 2016).
The period of the campaign is a serious threat for the organization to be successful in the social market (Caldecott, Tilbury & Ma, 2013).
Therefore, it is seen that the strengths of the campaign will be the intense use of the social media platform, as it will help the public to gain more awareness about the campaign. The timeframe of the campaign however will be a major problem and the investment of capital by the organization. The opportunity to attract third parties in the campaign will prove to be beneficial for the organization.
The campaign will target the students of the universities that are based in the areas around Queensland. The major universities that will be targeted for the campaign are the University of Queensland, UQ College, Central Queensland University, Bond University and the Queensland College of Art Griffith University. The reason for targeting the young age individuals is that they are more tech-savvy than the other age groups. The above 18 years age group will use the social Medias to access all the information that they need for their benefit. The use of internet is widely prevalent in this age group (Stuart, 2015).
The product of Greenpeace Australia Pacific is ‘Save Pineapple Zamia’ campaign, which is one of the core products of the organization. The core product or the service means that the services that are being provided by the organization are based on the environmental awareness campaign. It is equivalent to the other services and the products that are offered by the organizations. The branding of the service also plays an important part as the organization is well known all over the world (McDonald, 2016).
The price of the service that is being offered by the organization has to be competitive than the other organizations as it will attract the audience more. This will help in selling of the service more and create more awareness amongst the public. The members or the individuals who are willing to donate can do so for the campaign that the organization is promoting (Moscardo et al., 2013).
The Australian community needs to be well aware of the situation and start protecting their unique ecological environment. The target needs to be on the younger generation as they will be the future of the place and needs to take care of the place. The organization needs to target the major areas in and around Queensland where the plant is present in Australia and make the people aware of the harmful threats that may arise due to the death of these corals (McDonald, 2016).
The organization needs to focus on the online promotion more as in the recent world, the use of technology has surrounded the public. The organization needs to advertize the campaign on their website, focus on other websites as well to show the campaign so that it gains the maximum exposure. They should write blogs on the dangers that the place would face if the plant disappears from the world and use the social media such as Facebook, twitter, etc. fully (Moscardo et al., 2013).
The organization believes that resorting to violence in any format is wrong according to the morality of the organization. They deal with the environmental hazards and the crimes that take place in a non-violent action, which is direct (Rosenbaum, 2013).
The benefits of practicing non-violence by the organization are is that the people do not waste the time. The organization exploits the opportunities that are existing in the given circumstances fully. Resorting to violent activity destroys the existing opportunity and makes way for another opportunity to arise (Garrigue et al., 2016). The non-violent activity on the contrary, makes the existing system to change in to a new system gradually. The organization uses banner drops, blockades of the waterways and lock downs the industries that harm the environment potentially. The main objective of the organization in using non-violence tactics is the usage of media to create awareness of the activities that are taking place to harm the plants and to bring the public to action (Mitchell et al., 2013).
“Pineapple Zamia- Now or Never”
The strategies that are taken up to evaluate this message is
Conclusion
Therefore, the campaign ‘Save Pineapple Zamia’ by Greenpeace Australia Pacific has seen some major outcomes in the social media platforms. The organization needs to expand its advertising methods and create more awareness amongst the public. The message of the campaign needs to be straight and clear so that there is no problem in understanding the message by the public. The target audience needs to be the younger generation as they will create a huge impact on the society in the future in creating an awareness regarding the remaining plants. They need to be educated so that they can pass on the knowledge to others to live in harmony with the ecology of Australia.
Reference List
Caldecott, B., Tilbury, J., & Ma, Y. (2013). Stranded Down Under. Environment-related factors changing China’s demand for coal and what this means for Australian coal assets. Smith School of Enterprise and the Environment, University of Oxford.
Garrigue, C., Oremus, M., Dodémont, R., Bustamante, P., Kwiatek, O., Libeau, G., … & Dalebout, M. L. (2016). A mass stranding of seven Longman’s beaked whales (Indopacetus pacificus) in New Caledonia, South Pacific. Marine Mammal Science.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hannigan, J. (2014). Environmental sociology. Routledge.
McDonald, M. (2016). Bourdieu, environmental NGOs, and Australian climate politics. Environmental Politics, 25(6), 1058-1078.
Mercer, A., de Rijke, K., & Dressler, W. (2014). Silences in the boom: coal seam gas, neoliberalizing discourse, and the future of regional Australia. Ecology, 21(222), e348.
Mitchell, C., Chong, J., Turner, A., Retamal, M., Carrard, N., Murta, J., … & Moy, C. (2013). Looking to the future.
Moscardo, G., Lamberton, G., Wells, G., Fallon, W., Lawn, P., Rowe, A., … & Renouf, M. (2013). Sustainability in Australian business: Principles and practice. Wiley-Blackwell.
Ritter, D., & Panegyres, J. (2014). Australia, climate free rider or free falling?. Australian Options, (77), 21.
Rosenbaum, W. A. (2013). Environmental politics and policy. Cq Press.
Shaw, L. (2014). Marine marvel: Survival and change on the Great Barrier Reef [Book Review]. Signals, (106), 70.
Stuart, D. (2015). NGOs target big business. Company Director, 31(1), 24.
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