Festivals and alcohol may not typically be linked with mental health, but that’s about to change. This summer, Tomorrowland, one of the world’s most iconic music festivals, has partnered with Absolut to launch a bold new campaign focused on raising mental health awareness. Through engaging on-site activations and a strong digital presence, including podcasts and social media initiatives, this collaboration is set to reach and inspire audiences both at the festival and beyond.
The two have been partnering for many years and in 2022, the collaboration was entrenched even further when they created the Diversity and Inclusivity Committee, envisioning a more diverse and inclusive tomorrow. It includes representatives from both Absolut and Tomorrowland, as well as mental health advocates, DJs, and politicians. Each year, the committee chooses one topic to highlight. This year, it’s the growing problem of loneliness in the United We Dance campaign.
Research has showed that loneliness is one of the most growing issues among young people. It is declared a ”pressing health threat” by the World Health Organisation which warns that people who are lonely or feel isolated are 30 per cent more likely to die early.
— Gen Z are the lonely generation. You can be in a crowd of thousands of people but still feel lonely and isolated because you are not connected. We want to change that feeling and provide a sense of belonging. United We Dance seeks to strike a chord with Gen Z’s core values of inclusivity, diversity and uninhibited self-expression, says Sunnery James, DJ and member of the D&I committee.
Absolut has been a long-time advocate of social issues, including being very active in the LGBTQIA+ spaces since the 80s. When taking a stand is becoming even more important for brands, shedding light on the growing problems of mental health on a platform such as Tomorrowland could drive real change.
— There’s been a lot of social issues in the world as well as changes in the nightlife and in the festival industry, especially since COVID, which has raised a lot of questions. We cannot just sit idle and say nothing, says Maxime Henain, Head of Culture and Brand Partnerships at The Absolut Group.
Tomorrowland is a leading force within the electronic dance music scene. Over the course of two weekends, the festival welcomes over 400,000 visitors to its 800 acts, playing across 16 stages. This year, the festival celebrated 20 years and featured headliners such as Swedish House Mafia, Hardwell, Amelie Lens, and Armin Van Buuren.
The campaign has a multi-channel integration and can be seen both on-site and online, including speed dating, live podcasts, and a column on the matter in the daily magazine Tomorrowland Today. When festival-goers returned home, they were able to listen to podcasts with headlining DJs talking about their experiences with loneliness.
— We’re aware of the cultural weight that Tomorrowland possess — whatever Tomorrowland does other festivals look at. So it also pushes all the other festivals to try to up their game and agenda, Henain explains.
In an overcrowded market, differentiation is key. Absolut’s proactive stance on social issues, combined with Tomorrowland’s influential platform, sets both brands apart. By championing mental health and fostering a culture of inclusivity, they not only enhance their brand image but also set a benchmark for others in the industry.
— We want people with healthy minds and it’s making sure that the consumption of our products doesn’t come in the way of anything healthy, Henain concludes.
