Inspired by the term “Hair-trigger alert” (a U.S. military policy that enables the rapid launch of nuclear weapons), we created a symbol that let people speak up against the ill-advised leader of the free world.

The illustration is a combination of two of the most abominable things in this world: the mushroom cloud left behind by a nuclear explosion, and Trumps "hair".

The headline references the president’s many headless tweets, and pleads him not to repeat one of history’s biggest and most devastating mistakes.

The illustration was accompanied by a URL that led people to ICAN (International Campaign to Abolish Nuclear Weapon), the winners of the 2017 Nobel Peace Prize. Here, people could sign a treaty on the prohibition of nuclear weapons.

The idea was posted on several Greenpeace social accounts, including Facebook, across the globe from October 11th, without any media spend.

Without any media spend, the idea reached more than 4.7 million followers, who shared and retweeted it more than 7.000 times, while attracting over 11.000 likes.

Our target audience was Greenpeace followers and fans of ICAN. The channel strategy focused first and foremost on Twitter – since Trump just can't seem to keep his small paws away from it. Our hope was that he'd eventually see our message and respond, ultimately launching the ad into the internet stratosphere and beyond. (Unfortunately, he probably couldn't think of a worthy comeback.)

In the fall of 2017, America’s Donald Trump and North Korea’s Kim Jong Un, went head-to-head in an explosive war of words that could have ended in a nuclear disaster. Especially Trump’s countless, provocative tweets were worrisome. And Greenpeace wasn’t having it. So, together we decided to drop a bomb of our own on the president’s favourite social platform, Twitter.

The goal was to ignite a spark in Greenpeace’s followers, and have them take a stand against nuclear weapons.