Mastercard’s GRAMMY Awards campaign raises awareness for forest restoration with a unique giveaway from SZA debut Saturn performance

Michelle Gant
Mon, 05 Feb 2024 21:33:50 +0000
Sza, Grammys, Planet, Forest restoration

Music’s biggest night took place Sunday, February 4 with the 66th Annual GRAMMY Awards. Now, fans have the opportunity to take home a piece of the famed event.

Longtime GRAMMY Awards partner Mastercard is using this year’s campaign to shine a light on the environment and the Priceless Planet Coalition (PPC), a forest restoration program with the goal of restoring 100 million trees. Music fans are 1.5 times more likely to take action to help the environment, making the GRAMMY Awards the perfect opportunity to raise awareness.

“Through our GRAMMY Awards campaign, we’ve created an opportunity for our brand, our partners and consumers to come together over shared values, to participate during a moment when we can celebrate our passion for music and our commitment to make meaningful investments to preserve the environment,” says Rustom Dastoor, Executive Vice President of Marketing and Communications, North America at Mastercard.

The campaign kicked off with an inspired self-guided multi-sensory tour at the GRAMMY House presented by Mastercard, where people journeyed through their passion of music and educational experience about Mastercard’s longstanding commitment to tree restoration. Then, this year’s most-nominated GRAMMY artist and a passionate voice for the environment, SZA, led the charge with the debut performance of her new song, Saturn.

Mastercard’s partners are also joining the mission by encouraging people all over the country to participate; Lyft and Sirius XM are both offering ways for consumers to get involved in the Priceless Planet Coalition. To learn more about how you can support these efforts, visit mastercard.com/forceofnature.

While fashion is always a highlight of any GRAMMY Awards event, SZA’s outfit worn during her performance of Saturn was designed to make a statement; made of tree seeds to help spread awareness. Fans can even comment ‘?’ and tag a friend on Mastercard’s designated post of SZA’s GRAMMY House performance for a chance to win a tree seed from the performance outfit*.

“SZA has a personal passion for sustainability – not just in forest restoration but in the clothes she wears and the platforms and partners she aligns herself with. It was important to us to partner with someone who is not only showing up big at the GRAMMY Awards – as the most GRAMMY-nominated artist this year – but also showing up big for the environment,” says Dastoor.

Due to factors like factory farming, logging, and urban growth, the Earth is losing trees at an alarming rate. According to Earth.org, approximately 10 million hectares of trees are lost each year.

Forests regulate the air we breathe and are highly effective in moderating greenhouse gas emissions. In fact, tropical forests provide up to 30% of the global action needed to stop climate change.

"Planting trees can help improve everything – from air quality to economic opportunity to mental health – and everybody deserves these benefits,” SZA said in a press release about her previous environmental activism.

Guided by Conservation International and World Resources Institute, the PPC employs science-based best practices for the selection, implementation, and long-term monitoring of their restoration efforts.

In addition to their goal to restore 100 million trees, the PPC also works to regrow forests in geographies that represent the greatest global need. This includes areas with the greatest potential for positive impacts on climate, with community and biodiversity goals being prioritized as they set out to restore forestland across the globe.

To learn more about the Priceless Planet Coalition or how you could get involved in forest restoration, visit mastercard.com/forceofnature.

* Additional Sweepstakes Details: No Purch. Nec. Void in Quebec and where prohibited. Mastercard cardholders before 2/4/24, who are U.S. & Canada res 18+ at time/date of entry. Ends 2/10/24. Winners/ARV: $30 USD each. Entry must include a “seedling” emoji and tag a friend. Canadian winners must answer a time-limited skill-testing math question. Odds of winning depend on the total number of entries received. Rules: priceless.com/forceofnature