According to a blog entry by the Guardian, Greenpeace, the environmental firm has broadcasted a new advertisement targeting Facebook, a social media enterprise, to quit the use of coal power in its data centers by April 22nd Earth Day. This ad will be aired in California Wednesday, where Greenpeace aims to target 2000 workers in the Silicon Valley.
However, it is extremely implausible for Facebook to alter its source of power by the deadline or even at all. Greenpeace is expected to gain popularity due to its campaign to urge a popular social media website with over 500 million users all over the globe.
Casey Harrell, Senior Campaign Specialist at San Francisco office of Greenpeace reported to the Guardian, “We love Facebook. Its employees are young and share a lot of our values; they want the world to be a better place. But Greenpeace is saying to Facebook employees that you’re part of a lot of social revolutions, but you need to help join the energy revolution.”
Greenpeace has also published a research that singly pointed the coal sourced power used at the Oregon data centers of Facebook. Data Center Knowledge commented, “Greenpeace is calling data center operators to a standard the environmental group itself doesn’t fully meet” as part of the servers of Greenpeace are located in areas that use coal and nuclear power.
According to Greenpeace, the campaign targets Facebook as it has “revolutionized the way the world communicates, so it can revolutionize the IT sector’s current reliance on coal. Facebook’s reputation for innovation means that wherever it goes, other IT companies will follow.”
Greenpeace also issued an animated video in September last year on YouTube which condemns the coal-sourced power in its Prineville and Oregon data centers. The video was named ‘The So-Coal Network’ and was aired around the time The Social Network based on Mark Zuckerberg, CEO of Facebook was to be released.
Greenpeace states that 680,000 people are supporting the campaign urging Facebook “to disclose its carbon footprint and to act as advocates for clean energy.”
According to Greenpeace, coal is one of the most crucial elements affecting the climate and each data center at Facebook uses power equal to around 40,000 US residences.
According to Facebook, Oregon was selected for its data centers due to the moderate climate of the city that allows the environmental air to cool the data center and reduces the need for coolers.
Harrell commented, “Efficiency in itself is not enough to equal green considering the power that the Internet requires. We’re not asking Facebook to power their data centers with rainbows and unicorns, but we want them to ask these questions of the utility companies that power data centers.”
According to Greenpeace, the video is available in 14 different language subtitles.