The use of SEO has become a staple of digital marketing as it increases business profits and allows for better exposure of your online presence. For an alternative approach, one organisation is using Search Engine Optimisation for an innovative activism initiative. The organization pioneering this form of SEO activism is none other than Greenpeace.
Because not everyone can afford to donate to every campaign or to offer hours of volunteer time, the simplest way to engage a helping hand from a large audience is to encourage bloggers and web designers to link readers back to the Greenpeace Detox campaign.
The campaign aims to create awareness around the release of harmful toxins into surrounding water areas. Greenpeace stated “Greenpeace is campaigning to stop industry poisoning waterways around the world with hazardous, persistent and hormone-disrupting chemicals. Launched in July 2011, the Detox campaign has exposed links between textile manufacturing facilities causing toxic water pollution in China, and many of the world’s top clothing brands.”
Many established brands have already pledged to support this initiative and practice responsible chemical disposal include Puma, Adidas, Nike and H&M.
The key to this campaign is that it can reach millions of people online who won’t have to dig for their wallet in order to cross off their good deed for the day. Anyone can contribute by creating a viral swarm around the online dedicated campaign. Greenpeace is determined to be the first search result for the word ‘Detox‘ through this project.
There is still more to achieve for Greenpeace, however if this initiative proves successful, a whole new form of online activism may start to emerge. Why hire advertisers when the public can do the linking for you? Perhaps for a discount? Hmmmm.