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WHAT I DID

You were about to ask “What did you do?” So I made you a checklist. 

OBJECTIVE

Raise awareness and donations for carbon offset initiatives at the Bonnaroo Music Festival.

CHALLENGE

We Are Neutral, a climate change non-profit, needed to stand out in the energetic and crowded environment of Bonnaroo to promote carbon offsets and inspire festival-goers to engage with their mission.

INSIGHT

Festival attendees respond strongly to bold, memorable, and humorous messaging, especially when it aligns with the festival’s lively and vibrant atmosphere.

OPPORTUNITY

Create an eye-catching and engaging campaign that captures attention, educates on the importance of carbon offsets, and encourages festival-goers to donate to the cause.

SOLUTION

  1. Bold Slogan:
    • Designed a campaign around the provocative and humorous slogan: “Unf*ck the Environment.”
    • Featured the slogan prominently on t-shirts and signage, creating an immediate draw for festival-goers.

  2. Interactive Booth:
    • Set up a visually striking booth with colorful banners and interactive displays explaining carbon offsets.
    • Offered festival-goers a chance to purchase carbon offsets directly or through engaging activities like trivia games and sustainability challenges.

  3. Merchandise Strategy:
    • Distributed “Unf*ck the Environment” t-shirts as a free incentive for those who donated.
    • Encouraged attendees to wear the t-shirts during the festival, turning them into walking billboards for the campaign.

  4. Social Media Integration:
    • Created a custom hashtag for the campaign, encouraging attendees to share photos of themselves in the t-shirts.
    • Ran social media ads targeting festival attendees, amplifying the reach of the campaign.

  5. On-Ground Engagement:
    • Deployed enthusiastic volunteers to roam the festival, striking up conversations about carbon offsets and directing people to the booth.
    • Used a photo booth with festival-themed props, allowing attendees to take fun pictures while learning about the cause.

RESULTS

  • Increased Donations: Achieved a 200% increase in donations compared to previous campaigns, exceeding fundraising goals.
  • Social Media Reach: The hashtag trended locally during the festival, generating thousands of posts and shares.
  • Brand Awareness: Garnered significant attention for We Are Neutral, establishing the non-profit as a fun and impactful presence in the festival community.
  • Sustainability Impact: Educated thousands of attendees about carbon offsets, encouraging long-term support for We Are Neutral’s initiatives.

 

By blending bold humor, interactive engagement, and a strong social media presence, We Are Neutral’s campaign effectively captured the spirit of Bonnaroo, raised funds, and amplified its mission to combat climate change.

WORK