Background
There’s a new social pathology that is impacting organisations looking to engage people around environmental issues called Solastalgia. It’s the result of the distress that people feel around the dire challenges facing our environment. This is causing people, especially older ones, to actively avoid environmental issues. This makes it imperative for organisations such as AMCS to recruit a new, younger, less skeptical generation of conservationists.
Ageing supporter base.
Challenge
AMCS had an aging out supporter base that was also decreasing in engagement over time.
They needed to find ways to engage with and become prominent amongst of new generation of supporters.
Power of song to evoke activism.
Insight
There’s no better way to insert yourself into popular culture, than to create it through the power of song.
AMCS Voice of the Sea
Solution
At the heart of our activity was a disarming song that highlighted the plight of our oceans, co-written with Aussie Music legend John Williamson. We used the song as a way to engage school kids across the nation. Creating a campaign that asked them to perform it at end-of-year concerts. Along with the song we created a lyric video, sheet music, choreography and lesson guides for teachers to ensure it was as easy as possible to engage.
Since its release the song has been turned into an illustrated children’s book and a curriculum module approved by the Department of Education and Training. Not to mention winning an Aria for the Best Use of an Australian Recording in an Advertisement.
