I love animals. And I’ve got nothing against Greenpeace. But something about this copy makes me retch.
Part of the problem is that I can’t figure out who their audience is. Is it the general population? If so, “Think before you cut” doesn’t make sense. We’re not the ones cutting down trees. If it’s industry, these cutesy stories sure as hell aren’t going to work.
I’m pretty sure they want the average person to be angry and put pressure on industry. But “Think before you cut” just doesn’t give the right call to action.