For 16-29 year olds globally, music experience and discovery today has moved on to YouTube, Spotify and Instagram. In some markets, Spotify has overtaken YouTube as the primary streamer amongst 16-22 especially. With features that allow people to view/use lyrics of songs to sing along, these platforms offer us the perfect opportunity to educate, engage and inspire their users to become the megaphone of the climate movement.

We partner with Spotify to create Climate Karaoke, the world’s first musical petition playlist, and take over their home-page and in-app ads to promote the playlist. A special CALL TO ACTION button will be built within the Spotify UX, to sign the petition. While every action towards solving the climate crisis helps, real change is systemic. Our in-app CTA which uses the name of the user to sign a petition, makes the action immediate, closing the loop on information to action.

Along with Spotify, the following media channels will be used:

Instagram: Climate Karaoke will be a new sticker feature, which allows users to choose one of our tracks, apply it on their story and share the new lyrics. The sticker also acts as a petition CTA.

YouTube: Song will be deployed on YouTube via their Director’s Mix feature, which will contextually place the respective song as an ad for every video that mentions any of the 100 corporations.

Climate Karaoke Events: Youth-led climate-organizations across the globe will host Climate Karaokes for locals to educate them and encourage participation at a larger scale.

We predict 150+ Million Impressions globally, with around 3-5 Million signatures on the petition, and recommend running this for 6 months to generate maximum conversation around the issues. As Climate Karaoke is a ‘sustainable’ and ‘scalable’ property, it can be adapted to suit any future narratives of NZW.