The primary objective of Greenpeace is to non-violently garner as much media coverage as possible so as to mobilize public opinion on these issues. To achieve its goals, Greenpeace employs three main "awareness" strategies:
1. Direct Action: As an example, in 2001 two activists climbed the CN Tower in Toronto, Canada and unrolled a giant banner proclaiming: "Canada and Bush, Climate Killers."
2. Public Education and Awareness: Through its outreach programs, members raise funds and participle in dialogue using strategies such as door-to-door campaigning.
3. Political Lobbying: As an example, Greenpeace campaigners attempted to reach "mainstream" politics. During the campaign for the ratification of the Kyoto protocol on climate change, Greenpeace was not powerful enough to counterbalance the fossil fuel industry which, with government, promoted the idea that Kyoto would not be economically viable. Greenpeace showed the lack of consensus on that issue by approaching the insurance industry that was losing ever larger amounts of money from natural disasters.