The Wicked: For Good team is proving that a major movie release can do more than entertain, it can spark real, tangible environmental action. The new Green For Good campaign, created through NBCUniversal’s GreenerLight program and Universal Pictures, invites fans to take sustainability into their own hands in a way that’s simple, visible and genuinely impactful.

At the center of the campaign is a beautifully straightforward idea: if you share how you’re “greening” your community on social media, tag your city, include the hashtag #GreenForGood, and tag @wickedmovie, the campaign will plant a native tree through its partner Re:wild. Up to 2,000 trees will be planted, each one tied directly to an individual act of participation. It turns a hashtag into a real-world outcome, making sustainability feel immediate and personal.

What makes Green For Good stand out is how accessible it feels. The campaign’s website offers toolkits that show people how to make meaningful environmental improvements in their own neighborhoods, along with guidance on wildlife protection and everyday sustainable practices. Instead of asking people to care about climate action in the abstract, it gives them the tools and encouragement to take the first step and celebrates them for doing it.

This is a smart example of how culture and purpose can work together. A film with a massive global audience becomes a channel for real environmental change. By linking a simple public action to a concrete impact like tree planting, the campaign adds accountability and transparency. Encouraging participants to tag their city also turns sustainability into a local experience, helping communities see themselves reflected in the movement.

For brands and organizations, there are powerful insights here. Storytelling can amplify sustainability messages more effectively than data alone. Clear, simple calls to action lower the barrier to participation. And when you pair a public action with a measurable outcome, people feel their involvement matters. Most importantly, when you equip individuals with resources instead of just asking for engagement, you empower them to drive change in ways that feel achievable.

The campaign runs through January 15, 2026, giving fans plenty of time to get involved. But the broader takeaway is even more lasting: when entertainment becomes a catalyst for real-world action, and when audiences are invited to be part of a shared purpose, meaningful change becomes possible. Green For Good turns sustainability into a story everyone can join and reminds us that even small actions can grow into something much bigger, long after the credits roll.