Engage people who are not familiar with Greenpeace’s work on fast fashion through a digital experience that is both accessible and impactful. Our target: 35–45-year-olds active on Instagram and Facebook.

• Provide clear information about fast fashion and its environmental and social impact
• Include interactive and engaging elements
• Encourage users to leave their contact details

Through interviews, we gained a deeper understanding of how and why people engage with the topic.

We identified 4 mental models, based on two key axes: tendency toward individual vs collective action

level of environmental awareness

We then decided to focus on just two of these mindsets in our solution.

This step was crucial in defining distinct user mindsets.

We identified 4 mental models, based on two key axes:

tendency toward individual vs collective action

level of environmental awareness

We then decided to focus on just two of these mindsets in our solution.

This step was crucial in defining distinct user mindsets.

We identified 4 mental models, based on two key axes:

tendency toward individual vs collective action

level of environmental awareness

We then decided to focus on just two of these mindsets in our solution.

This step was crucial in defining distinct user mindsets.

We identified 4 mental models, based on two key axes:

tendency toward individual vs collective action

level of environmental awareness

We then decided to focus on just two of these mindsets in our solution.

At the end of each scenario, users can:

Rewatch the content

Move to the next scenario

Go deeper through related content and reports

This strategy helps:

Broaden the campaign’s visibility

Encourage personal expression and advocacy

Collect user contacts in a GDPR-compliant way

The manifesto comes to life in urban space: bringing the message out of the digital realm.