DONT

trash

TENTS

Campaign at Roskilde Festival 2023

this campaign tackles the problematics of tent and other equipment waste at Roskilde Festival, employing social media education, on-site engagement, and post-festival call to actions to promote brand and its market positioning through instituting responsible behavior and environmental awareness.

Problem

Increasing destruction of camping equipment and declining waste disposal responsibility during the Roskilde Festival is a prelevant issue. Ending in tons of wasted materials every year.

How did I solve the problem?

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

IG
FB
Instalations
Posters

SoMe

feed created for instagram with the 50, 30, 20 rule (engage, inform, promote) – using likable 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

What came out of this?

We have amplified brand recognition and communicated our commitment to sustainability, fostering stronger connections with the audience.

The campaign has sparked interest and a shift towards more responsible camp equipment waste practices, contributing to a more sustainable festival culture.

By raising awareness, dispelling myths, and promoting responsible behavior, we have positively impacted the broader area by setting a precedent for effective communication strategies that drive meaningful behavioural change.

This success lays the groundwork for future initiatives, fostering connection with audiences and ensuring continued progress towards a more environmentally conscious future.