This project demonstrates how collaboration across teams can deliver a campaign’s digital needs while strengthening shared capacity. By building directly on Planet 4, Greenpeace’s open-source engagement platform, we created new features that the entire network can use.
Why this matters
Greenpeace campaigns have often leaned on freelancers and agencies to create custom web tools. These projects solve short-term needs but usually result in expensive, one-off products the organisation doesn’t fully own. Reusing them for another NRO or project often comes with additional costs and complications.
The challenge
The #TimeToResist campaign wanted a “Resistance Hub” on the GPI website where supporters could engage in multiple actions. This vision included interactive features and cookie-based personalisation, both of which P4 didn’t yet offer.
Constraints: Tight deadlines and limited P4 capacity.
The key question: How do we adapt the platform without overloading teams?
Background
Past projects have often relied on agencies to develop custom web tools. However, to reduce costs, maintain ownership, and ensure reusability, the Web Manager has consistently advocated for campaign teams to use P4 and other in-house tools whenever possible.
That persistence paid off. This time, the campaign team took the advice and collaborated with the Comms Digital Team to build the Resistance Hub internally.
The approach
- Cross-team collaboration: Campaign and Comms Digital Team clarified requirements, assessed alignment with the GPI Website Channel Strategy, and explored fulfilment options using P4 and HubSpot.
- Platform fit: The Resistance Hub concept resembled the original vision of P4. The idea was achievable and could also be of interest to NROs, but it required developer support. The Comms Digital Team coordinated with the P4 Team to validate feasibility and plan implementation.
- Execution: Features were prioritised for long-term value. The P4 Team reshuffled their backlog so work could begin immediately, without derailing other priorities.
Key stakeholders
- Campaign: Akshey (Digital Lead)
- Comms Digital: Kelli (Web Manager), Guilherme (Digital Lead)
- Planet 4: Toni (Product Manager), Nikos (Development Lead)
No new budget was needed. Initial design and development came together within weeks, with more advanced features added later.
Results so far
- Early campaign impact data (actions completed, repeat visitors, time on page) is still being gathered.
- The immediate win: showing that in-house collaboration can meet campaign goals while strengthening P4 for everyone.
- New features are now reusable by all NROs, across both P4 and non-P4 sites.
Observations and lessons learned
- Involve the Comms Digital Team early in concept planning to ensure alignment between strategy and technical feasibility.
- Use a single project management tool and shared Slack channels (one for content, one for development) to simplify coordination.
- Help campaign teams adapt to existing workflows instead of reinventing them.
- Strong relationships between the Comms Digital and P4 teams – and the Digital Team’s knowledge of both platforms and vision – were key to progress and actionable feedback.
Conclusion
The Resistance Hub shows how advocacy + collaboration can change how we work: delivering for campaigns while building long-term value for the network. Instead of commissioning another one-off agency product, we created reusable features that strengthen Greenpeace’s digital capacity globally. This project is proof of what’s possible when we build together.
Takeaway: Campaign goals matter, but so does how we get there. Building on existing tools strengthens the entire network. Before seeking outside help, teams should first explore what our platforms are capable of.
Thanks to Gui, Toni, Nikos and Akshey; as well as to the P4 Dev & Design team, Dan, Maud, and Caro, and to Quentin for the Case Study Template.
See how to implement the Resistance Hub on your website
The GPI Comms Digital Team helps campaigns get the most out of our channels with strategy advice and guidance on everything from content design to marketing automation. Learn more at act.gp/digital-leads-guide