Oxfam Novib would like to know the impact of their messages on the music festivals of Lowlands and Mystery Land. The European Centre for the Experience Economy has been asked to direct this research. Since 2004 Oxfam Novib has chosen for “presence” on the larger music and dance festivals as PinkPop, Lowlands, Mystery Land. The selected tools are lifestyle communication through a bar/restaurant with fair food, fresh juices, produced through fair trade. On Mystery Land 2007 Oxfam organized creative workshops to create your own T shirt. In the context of accountability and improving the professionality of the intended experiences is it important to know what the emotional impact will be of these activities .What will be the “share of heart” of these experiences? What will be the impact on brand awareness and brand preference for Oxfam Novib? What will be the impact on actual buying behaviour? Will people buy more consciously fair trade food? In the beginning of september we will report on some of the results.see also www.oxfamnovib.nl