The core idea for the “Green for Good” campaign originated with the themes that already exist within the story. At the heart of WICKED: FOR GOOD is Elphaba, an iconic character whose commitment to challenging unjust systems had already proven to resonate with audiences – for decades in the smash hit Broadway musical, and then in 2024’s record-breaking WICKED. A global theatrical release with a passionate, multigenerational fanbase, this film presented a unique opportunity to connect popular culture with tangible sustainability efforts.
The objectives were threefold:
Elevate “Green for Good” as a unifying cultural call to action, amplified through talent-led videos.
Equip audiences with specific, trusted information and resources to raise awareness for sustainable solutions and inspire people to take action in their own lives and communities.
Partner with leading organizations to ensure that inspiration was translated into real-world impact.
The campaign invited fans to embody Elphaba’s spirit by being “Green for Good,” reframing sustainable action as accessible, collective, and optimistic. Being green was positioned not as an immutable identity, but as meaningful, everyday choices anyone could make to care for nature.
As the Environmental Media Association noted, “This Green for Good initiative is a perfect example of how pop culture can inspire action.” By combining storytelling, talent engagement, and credible partnerships, the campaign sought to build awareness, spark participation, and contribute to the broader cultural conditions needed to care for the planet… for good.
This campaign was brought to life through NBCUniversal’s GreenerLight program, thanks to strong leadership support and partnerships across the Universal marketing department. Interested in leveraging the story’s strong themes and iconic “green” character to engage audiences around sustainability, the team brought on the social impact agency Fourth Act as well as partner organizations that could provide expert environmental guidance.
While public concern about the environment is high, mainstream discourse tends towards crisis framing rather than possibility, leaving many feeling both hopeless and powerless. To address that gap, the intention for the “Green for Good” campaign was to make sustainability feel socially normal, community-driven, achievable and intentionally joyful, countering the anxiety many people experience.
“Green for Good” partnered with Re:wild and Rare, two trusted leaders in conservation, which brought proven community-led solutions into the heart of the campaign. These partnerships informed CTAs that connected audiences to credible ways to green communities, protect wildlife and take everyday actions.
Targeting WICKED moviegoers, Gen Z audiences, and cultural amplifiers across sustainability and media spaces, execution included:
Talent-led videos featuring Cynthia Erivo, Bowen Yang, and director Jon M. Chu, organically connected the film’s themes to environmental call to actions. Launched timed to the theatrical release, they generated 6M+ views across NBCU, WICKED and talent social accounts, and 67MM+ impressions across 1,000+ Screenvision theaters. Having Elphaba herself advocate for being “Green for Good” leveraged fans’ emotional connection to the character, to elevate awareness and credibility.
BeGreenForGood.com which served as a centralized digital action hub offering multiple downloadable toolkits with curated actions, social assets, and community-organizing resources.
Partner amplification through Re:wild newsletters, social media and a dedicated campaign webpage extended reach and credibility.
WICKED social collab posts with talent and partners, amplified campaign assets and drove positive fan sentiment and organic engagement.
Influencer collaborations with trusted eco-creators Leah Thomas and Lauren Bash modeled everyday “Green for Good” actions.
NBCU platform synergies including appearances on The Kelly Clarkson Show, NBC Morning News Now, NBC.com coverage and sustainability press amplified the message.
Internal activation engaged 400+ NBCU employees through a Re:wild event, and additional employee communications & volunteer opportunities arose through employee resource groups.
UGC challenge, encouraging fans to show their friends and families how they’re being Green for Good. In recognition of this challenge, NBCUniversal will be planting approximately 20,000 native trees through Re:wild.
The campaign wove these actions into every layer of execution through a multi-platform approach, meeting audiences where they were: in theaters, on social media, through trusted nonprofit partners, and across the NBCUniversal ecosystem. This integration ensured that the campaign felt additive and organic to the WICKED-fan experience.
Together, these efforts offered audiences clear pathways to participate while demonstrating how a commercial theatrical release can normalize environmental care at cultural scale. As Re:wild's Director of Marketing & Brand reflected: "I love using the launch of such a major film to drive attention to what's important for our planet. Leveraging key cultural moments is critical to driving support for conservation.
“Green for Good” leveraged a major theatrical release to raise awareness at scale, achieving a reach of over 70 million, through a dedicated website hub, theatrical placements, social media, digital platforms, and NBCUniversal-owned channels, effectively establishing "Green for Good" as a recognizable call-to-action.
Fans expressed a deep emotional connection and motivation to act, describing the campaign as “inspiring,” “natural to the story,” and “a message we need more than ever.” Hundreds of thousands of likes, shares, and comments by audiences reflected deep alignment between the film’s message and environmental values.
The campaign also directly contributed to conservation outcomes through the planting of approximately 20,000 native trees via Re:wild. The partnership also strengthened Re:wild’s visibility nationally and provided them with additional direct funding support through television appearances and campaign commitments.
The use of talent-led videos and influencer collaborations generated strong engagement and positive recognition. NBC.com wrote that “...Erivo and her fellow WICKED family members…are proudly standing up for the environment with the Green for Good campaign.” A former LA Times columnist commented, “For a major studio, this is a good approach to sustainability storytelling: use your biggest stars and loudest megaphones, then offer clear pathways for audiences who want to go deeper.”
In service of a broader environmental movement and backed by A-list talent and corporate sustainability values, “Green for Good” successfully leveraged a story with incredible cultural reach to drive awareness, engagement, and tangible impact.
