DONT
trash
TENTS
Campaign at Roskilde Festival 2023 tackling the problematics of tent and other equipment waste at the largest festival in Europe hosting over 300 000 people each year.
Problem
Increasing destruction of camping equipment and declining waste disposal responsibility during the Roskilde Festival is a worsening issue. Ending in tons of wasted materials every year.
Solution
Social media and on-site engagement, and post-festival recollection and call to actions to promote brand’s messages and its positioning through instituting responsible behaviour and environmental awareness.
what did I do?
1
Design Process
Working with the right process, strategies and tools is what made this campaign successful
2
Research
Gathering data on demographics, behaviours, attitudes, preferences, and challenges, both quantitative and qualitative.
3
Target Audience
Based on gathered data I defined the Early Gen-Z and late Millennials as the target audience for this campaign.
4
Strategy &
Objectives
Strategy informed by research, raising awareness, educating, and inspiring behavior change for waste management.
5
Design &
Execution
Multifaceted communication campaign: social media, interactive installations, personal engagement at Roskilde Festival site.
6
Outcome &
Evaluation
~ 100,000 impressions
~ +1000 IG followers & +20,000 reach
informing future campaigns, targets and brand efforts.
focus on social media platforms, physical engagement, influencers, interactive elements, user generated content & cause-marketing
channels
SoMe
feed created for instagram with the 50, 30, 20 rule (engage, inform, promote) – using likeable elements, brand features and imagery
designed for Gen-Z leveraging influencers, and popular techniques such as pop-culture, focusing on inclusivity and diversity build trust and create lasting loyalty
Posters
Installations
awareness via loud activistic but fun approach and personal interactions
Outcome
~ 100,000
impressions
big increase in our brand awareness and spread of messaging of our commitment to sustainability
~ +1000
IG followers
increase by 19% during the campaign running (approx 2 weeks)
+20,000
people reach
our targeting was effective and our content broadly visible
By raising awareness, dispelling myths, and promoting responsible behaviour, we have set a precedent for effective communication strategies that drive meaningful behavioural change. This success lays the groundwork for future initiatives, fostering connection with audiences, informing future campaigns and targets, and ensuring continued progress towards a more environmentally conscious future.