It Strategy Essays

Submitted By kunalg7
Words: 1147
Pages: 5

Tell Mattel to Stop Destroying Rainforests!
The Paradise Forests of Southeast Asia are habitat to an incredible variety of
animal and plant life, and home to people whose livelihoods depend on the
health of the forests. Endangered species such as Sumatran tigers, elephants
and orangutans are found here and nowhere else on Earth.
These amazing forests are in crisis. Clear-cutting, burning, logging, and the
development of palm oil and paper pulp plantations are driving the destruction of these critical habitats and contributing to climate change. Deforestation
releases more greenhouse gas emissions than all the world’s cars, trucks,
ships and planes combined.
At the heart of this destruction is Sinar Mas, a global conglomerate that supplies pulp and paper, palm oil, and other resources to companies around the
world. Greenpeace has been working to reform Sinar Mas, and we recently
succeeded in getting their palm oil division, Golden Agri-Resources, to pledge
to stop destroying forests. Now we’re tackling the pulp and paper division of
Sinar Mas - Asia Pulp and Paper or “APP.” APP is the largest paper company
in Indonesia, and one of the largest in the world. In Sumatra, home of the
critically endangered Sumatran tiger, APP is responsible for more forest
destruction than any other company.


Goal: Protect Forests
In order to get APP out of the forest destruction business, we need them to
feel pressure from companies who buy their product. Greenpeace’s investigations found that major brands like Mattel, Hasbro, and Disney are buying
paper for the packaging that is linked to APP. Lab tests confirmed that the
toy packaging contains fiber from endangered forests that are home to the
critically endangered Sumatran Tiger.
Mattel, Hasbro, and Disney should stop wrecking rainforests for cheap
throw-away toy packaging and cut their ties to APP. Mattel is the largest
toy company in the world, and they shouldn’t support endangered forest
destruction. We want Mattel to: stop doing business with a destructive
company like APP, create a forest-friendly paper policy, and support longterm solutions to protect forests and carbon-rich peatlands.

Here’s where you come in
We want Mattel and other companies to hear loud and clear from the people

they’re most concerned with – consumers. So this summer, we’re asking
you to put together a public event calling for a “recall” of Mattel’s products that are tied to forest destruction. And at your
event, the goal is to get as many people as possible to call into Mattel’s corporate offices and ask them to stop destroying
endangered forests.

page 1

How to hold a “Product Recall” visibility event
A visibility event is an activity that draws attention and gets the word
out about an issue in a creative way. All you need is a group of people
(whether it’s 3 or 300), some creative props and signs, a table, a good
location, and enthusiasm for protecting the rainforest. Here are a few
pointers to get you started:
Create some fun props! Start by brainstorming some creative props
that will make your “Product Recall” table eye-catching (who doesn’t
love an arts and crafts project?) Perhaps it’s a “product recall” sign,
with images of Ken and Barbie or other well-known Mattel products.
Or a massive telephone prop with a sign that reads “Call Now to Save
the Sumatran Tiger.” You could create an orangutan mask or bring
along tiger, elephant, and orangutan stuffed animals. Maybe it’s a
bucket with old Barbie’s to send back to Mattel. Use your imagination!
Think fun and think Greenpeace!

Prepare your calling materials ahead of time. You’ll be asking people to call Mattel at your event, so print
out several copies of the last 2 pages of this kit. Cut the last page into 4 smaller handouts to give away
at your event. Bring along pens and a clipboard if you have one, if you don’t, a piece of cardboard with a
rubber band or a binder clip works just as well.
Pick a…