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Absolut tackles mental health with Tomorrowland
Pernod Ricard-owned Absolut Vodka is addressing loneliness and mental health in the next stage of its partnership with electronic music festival Tomorrowland.
As part of the festival’s United We Dance campaign, the platform looks to confront loneliness among the younger generation, which has been declared a ‘pressing threat’ by the World Health Organization.
The UN agency has warned that people (of all ages) who are lonely or feel isolated are 30% more likely to die early.
The brand said that through the universal language of music, it will create a more diverse and inclusive tomorrow.
At the festival – set to take place over two weekends in Boom, Belgium, on 19-21 and 26-28 July – there will be various on-site and online activities to further this cause.
There will be a Community Booth within the festival’s camping area where people can connect; it will also include live podcast recordings with artists that address mental health and daily ‘speed networking’ events.
In addition, the festival’s free newspaper, Tomorrowland Today, will include a daily column from DJ Sunnery James, as well as guest articles by other Tomorrowland artists who will discuss mental health and loneliness-related topics.
Tokens that celebrate the idea of connecting and cross-cultural exchange will also be handed out at the festival, which attendees can wear to show support.
DJ Sunnery James, a member of the partnership’s diversity and inclusion (D&I) committee, said: “Gen Z are the lonely generation. You can be in a crowd of thousands of people but still feel lonely and isolated because you are not connected.
“We want to change that feeling and provide a sense of belonging. United We Dance seeks to strike a chord with Gen Z’s core values of inclusivity, diversity and uninhibited self-expression. By curating immersive festival experiences, we’re creating a sanctuary for human connection and addressing the growing problem of loneliness.”
Absolut’s partnership with Tomorrowland began in 2021. Last year, the brand created a limited edition bottle for the festival.
With 400,000 attendees, 16 stages and more than 800 DJs, Tomorrowland is one of the world’s biggest electronic dance music festivals.
More information on its United We Dance initiative can be found online at unitedwedance.tomorrowland.com
Tad Greenough, global chief creative officer, The Absolut Company and D&I committee chairperson, added: “At Absolut, we believe the dance floor should be a space where everyone feels welcome and by mixing together, we can foster greater connection, empathy and understanding to drive positive change.”
In other Absolut news, the company has also recently designed a limited edition bottle, inspired by a painting from Andy Warhol, and launched its ‘Call it a Night’ campaign to promote responsible drinking.
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