Over summer, the Party with the Planet campaign, launched by our friends at Green Music Australia, sought to drive change through social proof and personal responsibility, building a coalition of supportive festivals and asking fans to pledge to be more environmentally-minded. Their website (a customised version of the Candidate theme), drew on the vibrancy of the music industry, and appealed to festival-goers with straightforward messages that made taking action both achievable and fun.
Supporters who take action gain entry to a festival prize draw, and a custom social media integration provides supporters with extra chances to win the grand prize when they share photo evidence of their own personal efforts to eliminate waste, further encouraging other festival-goers to join the campaign.