Rock Festivals, Sport Events, Theatre — Some Out-of-the-Ordinary Means of Environmental Communication

Abstract

This last chapter of the book describes alternative approaches to effectively communicate pro-environmentalism. It addresses how conservation appeals can be placed in settings where people primarily focus on enjoyment. How can big events like rock festivals, culture festivals, sport events, or fun fairs be utilised to promote “saving the planet”? How do implementation strategies look? What is known about the psychological background of humour in such communication? Can lessons learned in advertisements be transferred to the context of environmental protection? What are potential obstacles (e.g. commercial interests, potential intoxication of the target group, or lack of attention)? The aim of alternative measures can be to improve the ecological footprint of the festival or event itself, but they can also aim at changing people’s attitudes and behaviour beyond that. Such spillover effects will be contrasted against a possible trade-off of behaviour in one domain against behaviour in another.