A PUBLIC INITIATIVE “FREEDOM TO ROCK’N’ROLL”
| Title | A PUBLIC INITIATIVE “FREEDOM TO ROCK’N’ROLL” |
| Brand | LIETUVOS FESTIVALIU ALJANSAS |
| Product/Service | A PUBLIC INITIATIVE |
| Category |
B02. Public Affairs & Lobbying |
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Entrant
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FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
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Idea Creation
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FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
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Media Placement
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FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
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PR
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FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
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Production
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FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
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Credits
| Jolita Katkute |
Fabula Hill+Knowlton Strategies |
Senior Account Executive |
| Mykolas Katkus |
Fabula Hill+Knowlton Strategies |
Partner |
The Campaign
From informal coalition public initiative “Freedom to Rock’n’Roll” was born. No to prohibition, bans and evictions. Yes to conscious choice made by responsible individuals. Take your well-meant concern there, where it is really needed. Take your hands off our festivals, don’t spoil our summers, don’t chain rock’n’roll. And if you choose to ignore–we’ll rock until you’ll be sorry that you have ears.
Execution
Music and culture promoters, sports and music celebrities joined #FreedomToRockNRoll initiative. Their address to government was made public and accompanied by well researched arguments and alternative legislation proposals. It was read at media event in the Parliament, and it was the first time a press conference in there was accompanied by percussions and trumpets. Peaceful protest-live music concert took place next the Parliament building featuring most popular musicians and speeches by most influential public persons. A symbol of the initiative-festival wristlet-was produced and distributed in the city with the help of bars and night clubs joining initiative. The initiative went viral in social media too – from dedicated page creation to hashtag #laisverokenrolui (#FreedomToRockNRoll) being used to express own opinions by social media influencers and all the public.
More than 15.000 people attending peaceful protest-live music concert; more than 10.000 bracelets given away in Vilnius and Kaunas bars; hundreds of media articles covering the topic; thousands of discussions in social media supporting the cause.
And proposal to outlaw alcohol sales at mass events withdrawn from the government paper.
The Situation
Lithuanian politics announced intent to ban alcohol sales in mass events (music festivals, art exhibitions, concerts incl.). Music and culture promoters, sports and music celebrities joined #FreedomToRockNRoll initiative to stop illogical bans. Reasoned discussions and peaceful protest-concerts helped to reach goal:proposal to outlaw alcohol sales at mass events withdrawn from the government paper
The Strategy
Targets: To stop new legislation forbidding alcohol sale in mass events (including music festivals, live concerts and sport matches)
Target audience: 1) politicians and decision makers, 2) youngsters / music festival participants, 3) all Lithuania's public
Target media: national online portals and newspapers