Greenpeace 'direct action' effective

Greenpeace's direct action stunts make it the most effective campaigning charity, according to senior UK activists.

Headline-grabbing acts such as the recent protest atop Admiralty Arch in London mean the environmental charity has the best record when it comes to raising the profile of causes and achieving its objectives.

The conclusion was reached after start-up charity the Sheila McKechnie Foundation commissioned interviews with 16 campaign bosses at major organisations including Liberty, Christian Aid and the World Development Movement.

The study, conducted by The Scarman Trust, found that charities had become more innovative in the past year when it came to direct action. It also predicted that the use of ‘humourous stunts' to grab public attention would remain a favourite tool for generating media coverage.

Campaign chiefs also highlighted the rise of so-called e-campaigning in the poll, claiming organisations had become adept at encouraging mass lobbying of parliament via email. But they warned that not enough was being done to share strategies and knowledge.

The foundation was set up last year to provide support for campaigners.

Its chief executive is Claire McMaster.

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