Non-governmental organizations and non-profit-oriented companies are often accused of unprofessionalism when it comes to fulfilling a good cause. A laid-back approach to money and a dismissive attitude towards marketing and public relations seemed to be the norm in the so-called third sector for a long time. However, with the increasing disappearance of alpaca sweaters and nickel glasses from the offices of aid organizations and cultural institutions, along with the active participation of young and modern individuals, this situation appears to be changing rapidly. Since Greenpeace's first major and revolutionary media campaign against the sinking of the Brent Spar in the North Sea, barely 15 years have passed, and yet seemingly everything has changed at a rapid pace. Amnesty International tweets, and the church has a Facebook fan page.