Mar 1, 2010-2010
Indonesia
Have a Break
Share
ACTIVISTS/ACT.GROUPS/DESCRIPTION OF THE GROUP
Greenpeace
TARGET
Nestle
WIDELY HELD BELIEF
Deforestation for the production of palm oil is unethical.
CASE NARRATIVE
Issue and Opponent: Nestle is a large food and beverage conglomerate often dubious in its environmental practices. Kit-Kat, a chocolate brand under the larger Nestle umbrella, sources its palm oil from companies destroying the Indonesian rainforests as well as being responsible for pushing orangutans towards extinction.
Dilemma Action: On March 17, 2010, Greenpeace released a video on their official YouTube channel to spread the word about Nestle and their choices in sourcing their materials. The video features a guy opening a Kit Kat at work, pulling out an orangutan finger, and taking a bite. As of January 21, 2021, the video has 872,882 views and 404 comments supporting the message of the campaign.
Outcome: The Greenpeace campaign against Nestle was a success. Within a few short months, Nestle pledged to cut forest destruction out in the production of its products.
Greenpeace is a campaign dedicated to climate action.
PRIMARY STRUGGLE/GOAL
NONVIOLENT TACTICS USED
DA TACTICS USED
Social boycott
CASE NARRATIVE WRITER
SUCCESS METRICS
9 / 12
(CONC) Concessions were made
(EREP) Dilemma action got replicated by other movements
(MC) Media Coverage
(MSYMP) Media coverage was sympathetic to the activists
(OR) Opponent response
(PS) Dilemma action built sympathy with the public
(REFR) Dilemma action reframed the narrative of the opponent
(RF) Dilemma action reduced fear and/or apathy among the activists
(SA) Dilemma action appealed to a broad segment of the public
PART OF A LARGER CAMPAIGN
1 / 3
Activist group continued working together after the action
RESOURCES
Project documentation
Dilemma Actions Coding Guidebook
Case study documentation
Dilemma_Actions_Analysis_Dataset
SOURCES
Butheina. 2012. “Greenpeace asks Nestle to Have a Break,” Actipedia. Retrieved July 22, 2023. (https://actipedia.org/project/greenpeace-asks-nestle-have-break).
http://www.greenpeace.org/usa/en/news-and-blogs/news/nestle-victory000516/. Accessed April 15, 2022.
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