I came by train, for Trainline

Using the power of music to fight climate change

Taking the train is a massive 67% less polluting than driving.

When you multiply that by the 210,000 people that attend Glastonbury, that’s a potentially massive carbon saving for planet Earth.

Challenge:

Encourage more festival goers to travel to Glastonbury by train instead of by car, reducing CO₂ emissions and making sustainable travel feel culturally relevant, easy, and aspirational.

Insight:

Music holds the power to influence behaviour, especially when tied to causes people care about, like climate action.

Truant Approach:

By tapping into the influence of top UK artists including Sam Ryder, Self Esteem, Greentea Peng, and Nova Twins, we created a movement powered by fandom: artists pledged to travel to Glastonbury by train, encouraging their followers to do the same.

The campaign is more than a travel push—it’s a scalable blueprint for cultural change. One 200-mile train journey swapped for a car can save up to 12kg of CO₂—and we’re just getting started.

Impact:

This campaign has just launched, check back post-Glasto for some updated impact stats.

Media Mix:

Social, PR, Experiential, Music