Turning fan culture into climate action
Taking the train is 67% less polluting than driving. With 210,000 people attending Glastonbury and around 84,000 car journeys made, switching to rail could save up to 3,746,400 kg of CO₂.
INCREASE IN TRAIN TRAVEL
TO GLASTONBURY
CULMATIVE REACH
OF MEDIA
SOCIAL MEDIA
IMPRESSIONS
Challenge
Encourage more people to travel by train instead of by car, cutting CO₂ emissions and reframe sustainable travel from inconvenient to culturally relevant, easy and aspirational. Not just the right thing to do, but the better way to go.
INISIGHT
Fandom is powerful, especially in music. When artists take a stand, fans follow, especially when it’s for a cause they care about, like climate action.
IDEA >
I CAME BY TRAIN PLEDGE
Get Glastonbury artists to take the train themselves, then use their voices and their fan bases to encourage behaviour change, turning “I came by train” into the new festival travel default.
CULTURAL
ADVANTAGE
We partnered with Glastonbury to help shift festival travel away from the car. Working with 20 artists from across the UK, including Annie Mac, Sam Ryder and Greentea Peng, we built an artist led movement around taking the train. This was brought to life through social content, advertising, live performances and fan meet ups. All of this made the choice visible, shareable and contagious.
