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Greenpeace and our supporters have celebrated several victories for the Arctic since we started working towards its protection.

It really started in 2012 when Greenpeace launched a global movement to save the Arctic in a big way.

First, more than 2 million people signed up the first year on SaveTheArctic.org.

With all that amazing people power energizing Greenpeace, we embarked on two bold adventures to save the Arctic. First, Greenpeace activists and actress Lucy Lawless boarded a Shell rig headed to the Arctic from New Zealand. We wanted to send a message that Greenpeace is willing to travel to the frontlines to raise awareness about Arctic drilling. A few months later, six Greenpeace activists, including Greenpeace International Executive Director Kumi Naidoo, boarded a Gazprom rig in the Russian Arctic.

We didn’t stop there. It was time to have a little fun.

Greenpeace partnered with cultural powerhouse The Yes Men to launch #ShellFail, a spoof video of activists posing as Shell executives throwing a party to celebrate drilling in the Arctic. More than 800,000 people viewed the video within thirty-six hours. More than 100 media stories covered the spoof. We had uncovered a new way to raise awareness about an important issue.

A movement was sparked to save the Arctic.

And there was more good news to come. Shell announced it was suspending its 2013 plans to drill in the Chukchi and Beaufort Seas. Shortly before this announcement, Shell was cited by the EPA and Coast Guard for violations, and the Department of Interior (DOI) announced it was launching an emergency review of the management of Shell’s Arctic operations.

It’s going to take some serious creativity though to keep Shell out of the Arctic for good. That’s why Greenpeace launched a campaign asking the beloved toy company Lego to #BlockShell. Shell and Lego have a 50-year marketing partnership that is worth $110 million.

Why Lego? This marketing partnership between LEGO and Shell is about more than money. Lego was selling Shell-branded toys to impressionable children who were learning that oil drilling is playful and fun rather than being risky and dangerous to our ecosystems and climate.

During Greenpeace's three month campaign, more than a million people signed a petition calling on LEGO to stop promoting Shell's brand because of its plans to drill for oil in the pristine Arctic. On it's website, LEGO published a statement committing to “not renew the co-promotion contract with Shell'.

In stark contrast to Shell, LEGO's policies include a commitment to produce more renewable energy than they use, phase out oil in their products and, in cooperation with its partners, leave a better world for future generations. And that's kind of a big deal.

Shell plans to drill again in 2015 if approved by the Obama administration. Greenpeace is actively towards protecting the Arctic from oil drilling as well as advocating for renewable energy solutions to halt the threat of global warming to the Arctic.

Join the 6 million people movement to save the Arctic!

Save the Arctic: Take Action