ClimateWorks Foundation

Even as the climate crisis grows more dire, major retailers continue to move goods on cargo ships fueled by some of the world’s dirtiest fossil fuels. As consumers buy more and more products online, the issue only continues to worsen, accelerating climate change, polluting the air in port and coastal communities, and threatening the health of people and our oceans. With the goal of changing the shipping industry for the better, ClimateWorks tasked RALLY with building a campaign pressuring the largest retailers to commit to 100% zero emissions shipping by 2030.

RALLY, in partnership with Pacific Environment and Stand.earth, launched Ship It Zero—a consumer-driven climate and public health campaign pressuring retail giants Amazon, IKEA, Target, and Walmart to “stop shipping dirty.”

We built the campaign from the ground up: conducting research, setting clear goals, and grounding every tactic in sharp insights. From there, we brought it to life with an approachable brand and website, resonant messaging, shareable digital content, and a mix of organic and paid media that made our demand impossible to ignore.

Within months, nearly 20,000 people signed a petition delivered to Amazon, Target, and IKEA headquarters—sparking local, national, and international headlines and fueling a growing digital community. By October 2021, the pressure paid off: Amazon and IKEA pledged to move to zero-emission shipping by 2040.

RALLY has worked with several organizations to accelerate the transition from fossil fuels to zero-emission fuels and energy. Examples include our Right to Zero campaign with Earthjustice and anti-drilling work in California with the Center for Biological Diversity.