World Wildlife Fund. Australia
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Overview:
Australia is the world’s biggest per capita contributor in terms of greenhouse gas emissions, but for most Australians, climate change was seen as a cause that’s simply too big for them to tackle. They think “I’m only one person – what can I do ?” World Wildlife Fund Australia’s Agency, Leo Burnett changed that with an idea that would demonstrate to every Australian that the solution to climate change was in their hands.
The Agency targeted consumers and businesses in Sydney, Australia’s largest City, with a call to action to turn off their lights for one hour – Earth Hour, to help make a difference to global warming, demonstrating that there are many small changes which can be made by the public on a daily basis that will help reduce energy consumption and gradually reduce global warming. All they had to do was flick a switch !!
In 2007, Earth Hour became an idea owned by the whole city, it was everywhere in every medium possible, from window displays in local cafés and supermarkets to outdoor, radio, TV and online.
What’s more, all of this was achieved with no media budget and a very limited production budget – it all had to be obtained pro bono from willing media partners and corporate supporters
Results
This simple symbolic act showed people how easy it was for them to have a tangible positive effect on the planet and engaged individuals, small businesses and corporations in Earth Hour, resulting in:
- Energy consumption in the city being reduced by 10.2%
- 97% of Sydneysiders being aware of Earth Hour
- 65,000 individuals and over 2,200 businesses registered for Earth Hour
- 2.2million people switched off their lights (equivalent of taking 48,000 cars off road for 1hour)
- A$16.8 million generated in free media.
In 2008, Earth Hour went global.
370 cities around the world turned off their lights, 94% of the top 100 ASX registered companies and all 5 top banks participated, 290,000 people and 20,000 businesses registered online and participated. Initial early reports indicated that upwards of 60 million people participated worldwide.