When I started to do my research for this project I looked through some of the brands that I could choose from. I wanted to do a brand that I couldn't think of an obvious theme for. I decided on Spotify since I wasn't familiar with any of their sustainability work. To me Spotify isn't known for their work with sustainability issues and to be honest I could not think of them making any campaigns for these topics. I began to look into their current status and found their Sustainability Report of 2019.
The first thing I found was their work with care of employees. They mention different things like diversity and inclusivity work inside the company for example. Further on they bring up their environmental impact where they mention energy use, offsetting travel and minimizing waste as ways to meet those issues. They make a statement on how Spotify is trying to make change on different levels by connecting culture through music and audio with the platform. They also try to use their platform to promote gender equality by supporting underrepresented voices in the music industry.
When looking through the Sustainable Development Goals I tried to look for those that haven't really been brought up by Spotify before. I wanted to create a campaign that could include the customers of Spotify and not only the employees and the company itself. I started brainstorming around a few different goals and the third goal “good health and well-being” made me think of the current breast cancer awareness campaigns that are promoted in October. The Swedish International Cancer Fund is promoting a “Rosa Bandet” campaign every year in October but when doing some more research I learned that Pink Ribbon is a worldwide movement.
Of course Spotify could promote a fundraising campaign through their platform and social media but I wanted to create a more creative way of raising money. That's when I came up with the idea of using the actual Spotify platform to do the job. I could find numerous titles with the word “pink” included in them and I thought that this would be the theme of my campaign.
