Young people are our future but when it comes to the climate crisis, they’re being ignored by those in power. By the time they’ll be old enough to be taken seriously, or are in power themselves, it’ll be too late for meaningful change. This brief was to find a way to let young people be heard, while simultaneously uniting them with leaders and the older generation to plan for a better tomorrow.

Climate-focussed campaigns are often restricted to traditional media spaces and avenues where it’s easy to be lost amid the waves of charities and messages.

Our idea was to reimagine an iconic song into a rallying call for change. We reinterpreted Fleetwood Mac’s don’t stop for a new era by injecting it with climate-inspired messaging relevant for today.

The song was then premiered on the world’s biggest festival of culture; on stage at Glastonbury 2023.

Most climate campaigns tell people to stop doing something.

Ours was the first to say: Don’t Stop.

The first to acknowledge that young people are doing lots of great things, but it goes unacknowledged. They needed encouragement to keep going, not admonishment.

As well as a show of support for a young activist generation, Don’t Stop was a call to arms for the fossil fuel industry, to not let today’s profits cloud their view of tomorrow - to think about investing in a better future rather than just short term returns.

Our call to action: together we can stand up to the fossil fuel industry. Add your name now.

In order to reimagine the song with new meaning, but retain the integrity of the original, we worked with Grammy Award-winning producer Fraser T. Smith (Adele, Stormzy, Dave).. Youth development orchestra provided the instrumental, and rapper Avelino created new lyrics inspired by real worries, fears and lived experiences from young people today.

The song premiered on stage at Glastonbury 2023, and the campaign instantly became the rallying cry for the weekend; ‘Don’t Stop Think About Tomorrow’ quickly became the official lyric of the festival, taking over every official piece of Glastonbury merchandise.

It had great media coverage:

Premiered live at Glastonbury, high quality broadcast news, with Sky News and Channel 4 launching the story, on radio across music-specific stations including BBC Radio 1Xtra, BBC Radio 6 Music, and in traditional media The Independent, Evening Standard, Daily Star, Guardian, The i and digitally with MTV, SUBTV, GRM Daily, Yahoo and more. At launch, it was number one global trending article on Rolling Stone.

It was really-efficient at driving sign-ups:

Don’t Stop was Greenpeace’s most cost-effective campaign for sign-ups yet in Paid Social

It ignited a passionate base to become regular Greenpeace donors:

It realised a 56% increase in regular donors

And generated unheard of revenue, earned media and love through merchandise sales:

‘Don’t Stop Thinking About Tomorrow’ is Greenpeace’s best selling t-shirt ever.