Did anyone even listen to the Earth Day Jam?

Concerts for a cause are nothing new. People use it to raise funds for charity or to "raise awareness" on a specific cause. Obviously you get bands that attract attention to ensure a large attendance. The tricky thing is making sure people listen to the message attached to the show, otherwise the effort would be pointless, right?

That was the question hovering over everyone's heads as this year's Earth Day Jam was held last May 6, a humid Friday night.
The annual event, supposed to be a celebration both of the environment and local music, featured more than 20 artists of diverse musical natures, such as The Dawn, Rivermaya (guest-fronted by Salamin singer Paolo Valenciano), Session Road, Skabeche, Nina, Franco, Sponge Cola, 6Cyclemind, and Sitti among others. And of course, headlining the night was event organizer-cum-OPM veteran Lou Bonnevie.
The previous years have had the event held in the Morato area of Quezon City. This year, the event was transferred to SM Mall of Asia By the Bay, which is surrounded by fountains, playgrounds, and the attention-grabbing zip line over the audience's heads.
In between bands, guest speakers like former Environment Secretary Bebeth Gozon and other pro-environment activists would give short talks on environment conservation and proper waste disposal.
During performances, additional tips on saving the environment flashed on the screen, on top of the artists' faces.
But did anyone listen?
Every time Bonnevie asked the audience to respond to the hosts' or the guests' queries, the response was nil. Or sarcastic, if at all. The audience, interestingly, was composed of teen skater-types and passers-by, mostly minding their own business as the show went on.
Every time the guest speakers posed a question, heckles were the response. The only thing that seemed to liven up the audience was the occasional zip line rider who would fly above their heads ala Superman.
A number of people in the crowd were overheard yelling, "Tama na satsat, tugtog na! (Enough talk, just play!)" While rude, it seemed to indicate of a disconnect between the medium and the message.
Are such concerts—with the inevitable waste material left behind, or the conspicuous diesel-run power generators—the correct venue for a message as important as environmental conservation?
Maybe it's time for a more effective approach.