Awareness-Raising Campaign for Audience Travel

Awareness-Raising Campaign for Audience Travel

-
-
Trond Moe-Larsen
Contact

Find Stories & Invite Participants

Turn the concept into people. Define simple criteria: participants should be travelling to a festival, comfortable sharing parts of their journey, and open to documenting their experience.

Use both open calls and trusted networks. Festivals, youth groups, and environmental organisations can help you reach relevant participants. Paid promotion can support outreach, but trust and relevance are often more important than reach.

Be clear about expectations. What will participants contribute? What do they receive in return? Incentives such as tickets or travel coverage may help — but motivation varies depending on context.

You are not looking for polished influencers.

You are looking for genuine voices. Authenticity is what makes the story resonate.

Additional Material:
Advertisement and application form – example (JPG)
Recruitment brief (JPG)
Social media Post Example (JPG)

Frame the Idea & Stakeholders

Start by grounding the idea in facts.

Gather existing knowledge such as emission reports, mobility data, and audience surveys. Clear numbers help create shared understanding and credibility.

Identify who has a stake in audience travel. Look for partners who complement your role rather than duplicate it — for example a festival, a municipality, a public transport provider, or a youth climate organisation.

Align early on shared goals. Are you aiming to reduce car use, increase train travel, improve carpooling, or shift awareness? Clarify which indicators matter — cost, time, CO₂ emissions, accessibility.

Keep the tone constructive. The aim is not to shame audiences, but to show that sustainable travel can be realistic, affordable, and enjoyable.

Additional material:

Framing Document Green Fan Travel

Choose Participants & Prepare for Filming

Review applications with an eye for credibility and diversity. Look for people whose motivation feels genuine and who communicate naturally.

Arrange short online conversations with shortlisted participants to clarify expectations and practical details. Be transparent about what costs are covered and what is not.

Aim for variation — different transport choices, distances, backgrounds, and motivations. There is no single “right” way to travel greener, and diversity strengthens the overall narrative.

Provide a simple filming guide with practical tips on framing, permissions, safety, and respectful documentation. Maintain open communication throughout.

Imperfections are part of the process — real journeys rarely follow a script.

Gathering & Managing Material

As journeys begin, stay lightly involved.

Create a shared folder for uploads and encourage short updates along the way. Focus on capturing real moments rather than polished content.

Consider early where the material will be published. Using existing organisational channels often ensures better continuity than creating new, temporary platforms.

Offer small check-ins and encouragement. Ask participants to document both practical aspects and personal reflections — choices made, obstacles faced, and moments of joy.

Before publishing, ensure that music rights are cleared. Contact your local Performing Rights Organisation if needed.

Welcome

Green Fan Travel is a practical tool for festivals, music organisations, municipalities, and NGOs that want to address one of the biggest climate challenges in the live music sector: audience travel. In many cases, audience mobility accounts for 60–80% of an event’s total emissions.

The tool grew out of a pilot led by Musikkontoret MØST, where we explored how real fan journeys could make sustainable travel visible, relatable, and inspiring. What started as a local campaign developed into a framework that others can adapt to their own context.

Green Fan Travel builds on a simple idea: use real stories to connect climate data with lived experience. Festivals have strong platforms and engaged communities. By highlighting how real people choose greener options, you can show that change is possible in practice — not just in theory.

This is not a communications manual. It is a concept and a method: a way to spark conversations, test approaches, and create credible examples of audience mobility in transition. You can borrow it, adapt it, or co-develop it further to fit your size, resources, and local reality.

From footage to story

The main outcome will likely be one or several short films highlighting real journeys.

Define the key takeaway before editing. Draft a light structure that combines personal moments with verified data such as travel time, cost comparisons, and CO₂ calculations.

If working with an external editor, provide clear notes, organised footage, and validated data. In our pilot, emission calculations were made using the Green Producers Tool and visualised through simple graphics.

You may create individual festival films and a combined version. Add subtitles and plan publication around relevant events.

Consider extending the impact beyond online sharing. Screenings at festivals, conferences, or policy events can create dialogue between cultural actors, public authorities, and climate initiatives.

Awareness-Raising Campaign for Audience Travel

Trond Moe-Larsen