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Earth Hour

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Christina Kelso

on 4 December 2013

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Transcript of Earth Hour

Strengths of the Campaign
Statistics/ Evaluation
The WWF evaluates the success of the campaign by viewing increases in city/country participation, individual social media participation, amount of references by news outlets, and physical impacts on energy usage.
In 2007 there was a 10.2% reduction in energy usage in Sydney, Australia.
In 2008 British of Columbia saw 117 megawatts of power saved.
In 2010 there was a 4% drop in electricity demand in Ontario, Canada resulting in a $24,864 savings.

Energy Conservation Tips
Wash clothes in cold or warm water.
Use a cooling fan instead of an air conditioning unit.
Microwave or toaster oven saves 30% more energy compared to a conventional oven.
What Does Earth Hour Look Like?
What is Earth Hour?
Worldwide event by the World Wide Fund for Nature promoting action for climate change regulation.
Held annually towards the end of March.
Encourages businesses and households to turn off their non-essential lights for one hour.
I Will if You Will Campaign encourages people to challenge one another via social media to combat additional issues impacting the planet
Overall, this campaign has proven to be a powerful, effective effort by the World Wide Fund for Nature to spread awareness about climate change and encourage sustainable action.

PR Tactics
Connectivity: Combined use of an official, controlled website http://www.earthhour.org/ as well as a number of interactive social media sites, including Twitter, Facebook, Instagram, Google + and Youtube. (Focus on two-way communiation)
Newsworthiness: It has a relevance to the population within a city, even those who are not participating. This makes it easily picked up by news outlets.
Applications to politics increases exposure
Celebrity Endorsment: From musicians to politicians, the campaign connects itself to a wide variety of celebrities
A Closer Look



Still not as popular as it could be.
There are still skeptics.
Needs to develop a more critical message.
The campaign seems to assume that the audience already knows what issues are impacting the planet, why climate change is important and why they should care.
It could benifit from either explaining these issues in more depth on the website or linking to external websites that discuss the environmental issues that the campaign aims to help resolve/prevent.
They should put as much emphasis on the actual environmental impact of the event as they do the amount of participation
History & Why Earth Hour was started
Began in Sydney, Austrailia 2007, when the 2.2 million citizens and 1,200 businesses shut off all non-essectial lights for one hour, a symbolic action to raise awareness about the environmental impact of electricity usage and demonstrate how small actions by individuals can have an immense collective impact.

2008- 371 cities and towns in 35 countries hold Earth Hour, with participation amounting to over 50 million people

2009- 4,000 cities and towns in 88 countries participate
Launched the People's Orb - a silver sphere containing a 350 gigabyte hard drive of video, images and documents "representing the hundreds of millions of people who voted Earth to call for action on climate change."
This orb reaches celebrities as well as political figures (including President Barack Obama) and was shown at a 192-nation UN Climate Change Conference in Copenhagen

2012- 6950 cities and towns across 152 countries participate
Earth Hour shifts from only turning off lights to the "I Will if You Will" campaign
Uses Youtube as a primary soical media platform - more than 200,000 individuals accept challeges by others to "save the planet"
Adaptable to a vast and rapid change in scope (from one city to world wide participation) as well as changes in communication methods (social media usage)
Focuses on an increasingly relevant issue
Achieves an impactful result using minimal and realistic participation expectations from the target audience

Earth Hour
Questions Anyone?
Is this a campaign that you would participate in?
Why? Why Not?
Among all of the "calls to action" from non-profit organization that you encouter each day via the mass media, is this one that you would be likely to remember? Why? Why not?
Do you feel that this campaign most effective calling for a single hour of participation? How do you feel the public response/impact would change if the commitment were longer? A day? Week?
Rapid growth and increases in popularity
Reaches the public quicker by way of celebrities.
Uses several celebrities - benefits from the fame of the personalities without relying on the reputation of one individual - low risk of association with a celebrity pr crisis
The city with the best results will win title of "Global Earth Hour Capital."
A youthful style within the campaign combines well with the avid use of social media
It is not strained by the rapidly increasing scale because much of the work is done independently of the organization
The campaign is highly visible (eye-catching)
Requires minimal efforts from the public to have an impact
Full transcript