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Summary

The Divestment campaign in Australia, initiated by 350.org around 2013, aimed to secure commitments from institutions to divest from fossil fuels. It built a network of local groups advocating for universities, governments, banks, and pension funds to sell off fossil fuel holdings and freeze new investments. The campaign peaked in 2018 and had largely moved into hiatus by the start of the Covid-19 pandemic in 2020, with over 1,300 organizations worldwide committing to divestment by early 2021.

Background

The demand for divestment from fossil fuels dates back to the early 1990s, with Greenpeace targeting insurance companies. The modern campaign gained momentum after Bill McKibben’s 2012 Rolling Stone article ‘Global Warming’s Terrifying New Math,’ which argued divestment had been successful against apartheid in South Africa. 350.org was established in 2008, and by 2013 the campaign had gone global, targeting the 200 leading publicly traded fossil fuel companies.

What happened

The Divestment campaign was introduced to Australia by 350.org around 2013, quickly growing to employ staff and develop local groups [source: commons-library]. It initially focused on universities, then after 2016 targeted local, state, and federal governments, banks, financial institutions, pension funds, and religious organizations [source: commons-library]. By 2019, 29 Fossil Free Australia and 350.org groups had emerged, with 27 other groups promoting divestment events [source: commons-library]. Over 1,000 divestment-related events were promoted on Facebook between 2013 and 2019, 85% by Fossil Free and 350.org [source: commons-library]. The most common civil resistance tactic was ‘divestment days,’ where individuals divested their own finances from fossil fuel-supporting institutions [source: commons-library]. The Minerals Council of Australia accused activists of acting illegally, and industry advocates sought to make secondary boycotts illegal, without success [source: commons-library]. By 2022, groups like Market Forces, Divest/Invest, and the Australasian Centre for Corporate Responsibility were engaged [source: commons-library]. Most divestment announcements by 2020 came from superannuation funds and local councils, though many occurred without observable activist pressure [source: commons-library]. Only half of targeted educational institutions made divestment announcements [source: commons-library].

Key people & organizations

  • 350.org Australia
  • Fossil Free Australia
  • Market Forces
  • Bill McKibben
  • Minerals Council of Australia

Tactics used

The campaign combined information sharing (market stalls, public forums, film nights) with civil resistance tactics like divestment days, aiming to raise awareness and stigmatize fossil fuel investments. This dual approach sought to build public pressure while directly targeting institutional financial decisions. [source: commons-library]

Outcome

Verdict: partial.

The campaign secured divestment commitments from numerous Australian organizations, but the extent to which these translated into actual divestment or emissions reductions is unclear. Success was partial because while over 1,300 organizations globally committed, factors like state ownership and quick buy-up of divested stocks may protect fossil fuel asset prices, and the campaign’s direct effect on emissions remains uncertain. [source: commons-library]

Lessons

  • Divestment campaigns can build widespread public awareness and stigmatize an industry, even if direct financial impact is uncertain.
  • Coalition-building across multiple groups (e.g., 350.org, Fossil Free, Market Forces) amplifies reach and event frequency.
  • Targeting a diverse range of institutions (universities, banks, councils) can yield commitments from some sectors more than others.

Sources

Disclaimer: Included as a teaching example of campaign craft, not as endorsement.

Sources & verification

  • commons-library — grounding: primary — license: link-only
  • Rewritten: 2026-06-25 via worker_casestudies_v2.py

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