Greenpeace: Working for a "Green and Peaceful Future"

The four member international board appointed an International Executive Director, who together with senior managers oversaw the working of the organization, managed the Greenpeace fleet of ships, coordinated plans, implemented campaigns and monitored compliance with core policies. The chairman, together with the members of the board, monitored the working of the national and regional offices. The board also managed the funds of Greenpeace and allocated funds for different campaigns. In 2004, Australian journalist and author, Anne Summers was the Chairman of Greenpeace and Gerd Leipold, a German activist, was the Executive Director. Apart from its 2.8 million members, Greenpeace was also helped by thousands of volunteers around the world...

Many members of the general public viewed it as a group of radicals who "climbed towers", "hugged trees" and "boarded ships" to make their voice heard. On their very first campaign, the members realized the power of media image. They realized that businesses and governments avoided negative publicity and would do anything to create the image of being socially responsible. Greenpeace defined and planned their campaigns in such a way that they would definitely attract attention, public sympathy, and also donations for them to keep their activities going. They often invited photographers, media persons and journalists to accompany them on their campaigns and to record the environment degrading activities for themselves...