Keychange challenged Full Fat to deliver mass awareness for its pioneering initiative encouraging festivals to achieve a 50:50 gender balance by 2022, reinforcing the need for international change in the music industry.
Full Fat created an integrated PR campaign; strategically placing features, comment, content and interviews across global platforms which sparked debate and engaged the industry.
Full Fat ensured further success through an ongoing press office with international media relations, working closely with each associate festival to publicise the initiative’s development and key ambassadors.
“The festivals will implement the change.”
“While the festival landscape has shifted ever-so-slightly to include some choice non-male and non-white acts, the scales have hardly been balanced. A new scheme is working to change that.”
“The days of male-dominated music festivals could be drawing to a close.”
“The pledge aims to shake up the male-dominated world of live music.”