In a sea of Taylor Swift fans, there was one teenager who stood out not for her love of the pop sensation, but for her passion for the environment. Avery Parisien, a 15-year-old from Ontario, caught everyone’s attention at the Eras Tour in Canada, not by her cowboy boots or glitter, but by her protest against a major bank’s investments in fossil fuels.
- Unusual Ticket Giveaway:
A unique ticket giveaway contest turned into a platform for environmental activism. While contests usually attract participants with simple actions, like signing up with contact information, the Unite the Swifties campaign encouraged individuals to take escalating actions against RBC’s support of fossil fuel companies. - Leveraging Swift’s Fan Base:
The campaign successfully used the charisma and influence of Taylor Swift to engage new recruits in the fight against global warming. By urging fans to ask the superstar to drop RBC as a partner, the campaign combined advocacy with pop culture to reach a wider audience. -
Novel Tactics in Advocacy:
The unconventional approach of the Unite the Swifties campaign has garnered both praise and skepticism. By incentivizing activism with gamified sweepstakes, the campaign prompts reflection on the ethical implications of using market-based tactics in political activism.
The campaign’s focus on RBC’s substantial investments in fossil fuels, particularly in the Coastal GasLink project, highlighted the interconnection of climate change, finance, and Indigenous rights. The youth-led movement aimed not only to secure Swift tickets but to ignite a powerful force for change among fans.
- Success and Results:
With nearly 9,000 participants and over 100,000 entries, the campaign proved successful in mobilizing individuals who had never engaged in climate actions before. A significant number of entrants went beyond online actions, taking tangible steps in their communities to pressure RBC to divest from fossil fuels. -
Lessons for Activism:
The campaign’s innovative approach serves as a lesson in making activism relatable and accessible by tapping into pop culture. By engaging new audiences who may not see themselves in traditional environmentalism, the campaign paves the way for diverse forms of protest and advocacy.
In a world where distractions and individualism reign supreme, campaigns like Unite the Swifties offer a glimmer of hope for collective action. By blending music, celebrity, and activism, the campaign inspires young individuals like Avery Parisien to find their voice and make a difference in the fight against climate change.
As Avery aptly puts it, “No matter who you are, you have a voice. And you should use it. And you can use it.”
