A black panther, a polar bear, a monkey, a buffalo and a red panda. These are the members of Agenda Earth, the music group created by the United Nations Environment Program (UNEP) and the advertising creative Sir John Hegarty, currently Co-Founder & Creative Director of The Business of Creativity, to inspire new generations in environmental protection.

The initiative, launched on the occasion of World Environment Day, which is celebrated every June 5, seeks to mobilize society, especially young people, through the power of music. Thus, a band has been created that turns some of the most prominent endangered species worldwide into rock stars clamoring to protect their habitats.

In this sense, Agenda Earth relies on entertainment and music to inspire and mobilize young people in the fight against climate change. Moving away from conventional positions and discourses, the strategy takes advantage of the fan culture that has emerged around artists such as Taylor Swift or K-Pop to capture the attention of new generations and maintain their interest over time. And the group aims to become a long-term communication platform and not simply remain a one-off launch.

The idea, which has been advanced in recent days by Sir John Hegarty on his LinkedIn profile, has been presented with a piece created by generative artificial intelligence that transforms the five types of animals into musicians and singers who perform in a large concert in front of a massive and dedicated audience.

“Today we launch Agenda Earth. A band with a simple belief: every time we lose a forest, we lose some friends“, commented the creative on LinkedIn at the time of launching the initiative. “If you want to engage people, you have to entertain them. That’s why we’ve worked with the UN to create an idea that uses the power of music to connect the younger generation with the environment. Because changing behaviors starts with capturing attention”.

For now, Agenda Earth has introduced the different members of the group, each with their own personality, mythology and history. The band consists of Skye, the lead vocalist Panther; Frank, the guitarist monkey with a soul; Storm, the bassist buffalo; Luna, the red panda keyboard player; and Chill, the polar bear who acts as a drummer.

So far Agenda Earth has not released music, nor has it confirmed if it will do so in the future. The initiative, however, includes a website in which people are invited to follow in the band’s footsteps through the social networks created for the occasion. In addition, it seems that part of Agenda Earth’s mission will be to share practical advice to help its fans confront climate change, for example, the use of Ecosia, the alternative search engine that uses its benefits to plant trees and protect habitats.

The goal of Agenda Earth is to keep the conversation around the climate emergency at the center of public and political debate constantly, and not just during designated days. Furthermore, as pointed out to Little Black BookSir John Hegarty imagines the group members participating in television shows, or even playing music at events.

“The environment does not need our attention one day a year. You need it every day. The challenge has never been a lack of information: we know what is happening. The challenge is engagement”; the creative commented in recent days. “If we want a younger generation to care, we have to connect in ways that inspire rather than lecture. We have to entertain and also educater”.

More info.: Agenda Earth