The dark side of Volkswagen

In need of some inspiration to start your own campaign? You might want to pay a visit to The Dark Side of Volkswagen, the website of the campaign Greenpeace has dedicated to exposing the automaker’s poor environmental record.

The Volkswagen Group is the largest car maker in Europe and although it repeatedly claimed its intention to become a green company, it has failed to reduce emissions and increase fuel efficiency in its vehicles. According to Greenpeace the automaker “is spending millions of Euros every year funding lobby groups who are trying to stop Europe increasing its commitment to greenhouse gas reductions from 20% to 30% by 2020”.

After the successful campaigns against Nestlè and Mattel, Greenpeace has targeted a new “corporate bad guy” but this time the organization has chosen a different strategy.

The entire campaign is built on a two-part spoof video of the Darth Vader Volkswagen commercial which was run during the Superbowl and went viral on YouTube, registering more than 40 million views.

 “Our home—Earth—is in trouble.” Says the Rebel Manifesto on the campaign homepage “VW opposes key environmental laws we need if we’re going to stop our planet going the way of Alderaan (bye bye). But all is not lost. We feel the good in Volkswagen. All of us in the Rebellion are calling on Volkswagen to turn away from the Dark Side and give our planet a chance.”

By urging people to join the “Rebellion” and sign the “rebel manifesto”, Greenpeace aims to put pressure on the automaker to support strong fuel efficiency standards, to stop opposing CO2 emission cuts and to start producing cars with the latest green technology.

On average Volkswagen pollute more than any other of Europe’s top eight car brands. According to Greenpeace, supporting stronger fuel efficiency targets, will benefit both consumers and the climate:

“More efficient cars are cheaper to run, use less oil and emit less CO2. Volkswagen has a history of lobbying against the strong European standards that we need to kick our oil addiction. As the biggest car company in Europe, with the biggest responsibility, VW must change and support strong standards from now on.”