I would like to use some time writing about our dear friends and lovers Mr. Green. We have been following the concept since it was developed and I have participated a few time in the events.
Mr. Green is a commercial climate activistic campaign brought to life by members of the organisation Viva La Renovation which Søren and I have been deeply involved in and still love from the bottom of our hearts. The campaign is made to spread the green message with a very positive approach and engage people with an invitation to fun and happiness instead of the classic dogmatic angel telling people that doom day is near.
The concept is very simple. 40-50 people wearing green suits shows up at events and other places with many attendees. Their primary task is to spread good vibes around protecting the climate and our planet in general.
This concept has been around for a while starting in St. Petersburg, Russia and is now, as it was meant from the start, a green campaign for a big company administrating several malls all over Denmark. A part from the commercial obligations Mr. Green is also participating in different events such as the CO2-neutral festival CO2penhagen, the electronical music event Stella Polaris, the Gay Pride Parade in Copenhagen and lately the world wide campaign 350.org.
To be honest I love Mr. Green. I think the whole concept is extremely simple and the message is clear. As they say, “We wanna save the world and have fun doing it!”.
I love to participate and join the events we are showing up to. The way Mr. Green has spread out as a natural add on to the different campaigns either with a responsible role or a positive creative disturbance is very efficient.
Why do I like this concept apart from being a part of it?
In a time where many experts and other engaged people around the world are using a big amount of time showing us how bad it is with our climate, showing us consequences and showing numbers and statistics that are very difficult to understand Mr. Green is a positive wave of smiles and dance. What Mr. Green does is not just engaging people for a good cause but also showing the crowd that it can be funny to do good. The thunder is gone and there is no talking about serious matters.
Does it have any effect?
I always like to believe in the effect of concepts like this but I have to be honest, I have been a little in doubt. My biggest concern has been around the effect of the conscious “having fun” approach. Is that the way you get people to live green? Can it activate the “green nerve” in the brain and make people move?
Last week Mr. Green was interviewed in the danish newspaper Information. They are asking similar questions concluding, with help from the expert Nadja Pass, editor at the publisher Reflexioner, that the approach works. Nadia Pass calls it “motivation rhetoric” (translated), it is not giving any answers but leaves people to their own interpretation of the cause and thereby creating ownership for the target group.
Link to article (danish):
This is exactly what we believe in. Inspire, inspire, inspire!
If you can’t inspire people to join your cause you will never reach a climax worth mentioning. It is in the inspiration the action is, it is where people participate and take ownership.
Listening to music I am often very inspired and I can honestly say that a lot of the music I make is made on the behalf of what I like and what I worship. This mechanism is exactly the same in the events. You have to like the vibe, the cause and the people behind to be fully engaged and take action.
I think there is many lessons to learn from the concept Mr. Green but one thing I can tell for sure; they have not invented the wheel again. Mr. Green is just simple, funny, inspiring and hyper visual and that works!
Mr. Green on youtube.com:
Mr. Green blog:
Mr. Green on facebook:
Below you can see some of the videos from the different events: