KARMA SNAP – An effort to make the Slottsfjell festival harassment-free.
In the recent years, many festivals in Scandinavia have experienced an increase in harassment and groping among their guests.
To avoid this, we crossed ancient Buddhist wisdom with social media. The result? Karma Snap. A daily reminder that if you do nice things, nice things happen.
Slottsfjell´s Snapchat was updated daily with suggestions of nice things the festival guests could do. The tasks were simple and the only motive was to spread good karma. The festival guests responded and started to help each other to put up tents, give each other compliments, build human pyramids, high-fiving volunteers, and throw parties.
And to prove that it pays off to be nice, our Karma team made sure that nice things happened to the ones who deserved it! The team handed out free stuff and the occasional celebrity, and documented it all on Snapchat, Facebook Live, and Jodel.
The campaign engaged the festival audience and we got some nice numbers and everything. The best number we achieved was still zero:
Zero complaints of inappropriate behavior or harassment!