Taylor Swift ticket giveaway: Did it work as planned?

Taylor Swift is known for her devoted legion of fans, but one 15-year-old Canadian stood out among the thousands at her Eras Tour performances. Avery Parisien made headlines for winning tickets to the concert by protesting a major bank’s investments in fossil fuels.

The unique ticket giveaway contest, organized by advocacy groups Decolonial Solidarity, Change Course, and Stand.Earth, encouraged fans to take escalating actions against RBC, a major financier of fossil-fuel companies and the “Official Ticket Access Partner” for Swift’s tour stops in Toronto and Vancouver. Contestants could earn more entries by signing petitions, organizing protests, and spreading awareness about RBC’s investments.

Parisien, along with her mom Kara, took part in the campaign and was one of three winners of a pair of tickets. She described the experience as life-changing and empowering, highlighting the importance of using her voice to advocate for change.

The campaign drew attention from organizers and academics studying Canadian social movements. While some questioned the use of incentivized activism and gamified sweepstakes, others praised the creative approach to engaging new recruits in the fight against global warming.

RBC responded to the campaign’s tactics by accusing activists of disrupting the concert experience for fans and trying to advance their own agenda. Campaign organizers, on the other hand, criticized RBC’s partnership with the tour as a form of “art washing” to improve their image.

Despite the controversy, the Unite the Swifties campaign achieved its goal of raising awareness about RBC’s fossil-fuel financing and highlighting the connections between climate change, financing, and Indigenous rights. The campaign utilized social media platforms like Instagram and TikTok to spread the message and encouraged entrants to take action both online and in their communities.

Parisien’s involvement in the campaign not only won her tickets to the concert but also inspired her to continue advocating for environmental causes. She emphasized the importance of using her voice as a young woman and encouraged others to do the same.

Overall, the Unite the Swifties campaign proved to be a successful and innovative way to engage young people in climate activism and harness the power of pop culture to drive social change. It serves as a reminder that activism can take many forms and that everyone has the power to make a difference, regardless of their age or background.