What is Greenpeace Mediterranean

Turkey's first encounter with social marketing began in the 1960s from which time the field has been dominated by public institutions, although during the 1990s non-governmental organisations started running some social marketing campaigns. This chapter analyses Turkey's first campaign concerning animal products for human consumption called “We Don't Swallow!” which was undertaken by an environmental non-governmental organisation (NGO) called Greenpeace Mediterranean. The campaign is analysed in terms of the basic concepts of social marketing (problem definition, objectives, exchange, competition, audience segmentation and marketing mix). An attempt is made to establish an understanding of how a NGO sought to affect its target audience's behaviour in relation to the origin of the meat they consumed. The chapter considers how “brand attack” works as a social marketing strategy and explores the possibilities that new communication technologies offer for social marketing.