Greenpeace targets younger members with Christmas viral

Greenpeace is launching a viral campaign featuring an alternative Christmas speech as part of its strategy to attract younger members through social networking sites such as MySpace.

The campaign, which breaks this week, will use a viral e-card campaign, developed by E3 London, to mimic the Queen’s Christmas message in the form of a video-based viral that offers festive hints, tips and a lookalike Queen will offer advice on how to ensure a greener Christmas this year.

People that send the e-card will be able to personalise the message for the recipient and they will also be asked to add Greenpeace to their MySpace friends. If they don’t have an account they will be encouraged to register.

Greenpeace Web editor Jamie Woolley says: “It’s playful, cheeky and the perfect vehicle for our campaign messages. It also has that viral edge we rely on for our Web campaigns which should appeal to a wider audience than our regular supporter base, and their ideas about using MySpace as a key element meshed perfectly with our current drive to use social networking sites as part of our campaigning tools.”

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