Greenpeace Brazil
Impact Strategy and Tone of Voice
The way of acting and speaking as an activism strategy
Challenge
Greenpeace Brazil faced the challenge of consolidating a unified tone of voice that would strengthen its activist identity and broaden its connection with the public. The organization's communication needed to be more than informative — it should become a strategic instrument to inspire, engage, and mobilize.
The issue was not just structuring a tone of voice, but transforming language into an active tool for mobilization and activism, capable of generating real impact on the organization's campaigns and actions.
Strategy
Communication as a tool for activism
As part of the brand consultancy, the proposal was to develop an Expression Guide that would consolidate Greenpeace Brazil's tone of voice as a strategic instrument to engage, inspire, and mobilize the public.
The strategy was built on three central pillars:
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Internal Coherence: Unifying the tone of voice to ensure consistency across all brand touchpoints, aligning internal and external communication.
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Representativeness and Connection: Ensuring that the language reflected the team's values and the organization's activist identity, creating an emotional connection with the public.
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Mobilization and Impact: Positioning language as a catalyst for change, capable of generating real impact and social mobilization in campaigns and direct actions.
Greenpeace Brazil would then use language not only to inform but to activate the public, transforming each interaction into an opportunity for engagement and action.
Process
From diagnosis to implementation:
1 Research and strategic diagnosis
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Algorithmic Listening: Detailed mapping of Greenpeace Brazil's digital presence.
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Context Analysis: Comparative study of
terms related to activism and the environmental cause.
2 Persona and Tone of Voice Construction
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Hybrid Workshop: Facilitation of a workshop with the Greenpeace Brazil communication team in a hybrid format (in-person and online), allowing the participation of collaborators from different regions of Brazil.
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Persona Definition: The team was actively involved in building a persona, defining characteristics, tone of voice, and language that reflected the organization's internal values and activist positioning.
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Branding Tools: Tools were presented to develop the tone of voice and structure the brand narrative as an activism strategy.
3 Development of the Expression Guide
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The Expression Guide was developed in a continuous process of Participatory Design, consolidating insights and guidelines raised
in the workshop. -
The material was structured to be a practical tool for the communication team, including:
- Detailed persona profile.
- Tone of voice guidelines for different contexts and channels.
- Examples of best practices to ensure consistency in communication.
4 Training and Implementation
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After the guide was finalized, we conducted training with the communication team to ensure the correct application of language and tone of voice in institutional materials, campaigns, and activism actions.
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The format of the Expression Guide was designed to allow continuous review and adjustments based on results and public perception.
Legacy
✔️Expression Guide as a strategic tool: The guide has become an internal reference to ensure coherence and consistency in communication across all points of contact with the public.
✔️ Language as a tool for activism: The new language has positioned Greenpeace Brazil as an agent of social mobilization, capable of inspiring and engaging the public in direct actions.
✔️ Team Empowerment: The communication team was trained to apply the tone of voice autonomously and strategically.
✔️ Tone of voice aligned with internal values: Communication began to reflect the diversity of the team and the organization's internal values.
