We Are Neutral battles climate change by offering carbon offsets to businesses and consumers. Their flagship yearly event is providing the offsets for the Bonnaroo Music Festival. For a few years, I led the marketing of this effort before, during and after the event.
In the first year, I noticed it was difficult to attract the attention of festival-goers consuming various substances to bring them over to our experience, where they could donate $5 and offset the carbon for their travel to the event.
Almost as a joke, I proposed we make t-shirts that said "Unf*ck the Environment" and after some convincing, we decided to move forward with it. The following year, people came over in droves to not only find out what in the world the shirts were about, but put their name on a list to purchase their own. The number of donations increased 200%.