While gamification is becoming an increasingly popular tool in HCI, it is often criticized for not being meaningful. In this work, we present a new approach: narrative-oriented gamification, applied in the context of environmental conservation. A biodata-driven game experience was developed to raise awareness during an environmental non-governmental organization (NGO) event at a music festival. The NGO representatives developed narratives, tailored to each potential outcome of the game, which encouraged participants to immediately reflect on the broader environmental issues and take action. In this paper we present the findings from this work suggesting that this form of gamification, predicated on narrtives and reflection, can be a powerful tool for creating engagement with, and raising public awareness of, environmental issues.