The Brief

How do you prompt people to switch off their lights during earth hour. Plus create awareness for people who are outside their homes during the One hour activity? The objective of the campaign was to give as many candles to as many individuals to create awareness and involvement for the 2009 Earth Hour. WWF volunteers gave out candles in establishments (malls, restaurants, bars, cafes etc.) Also WWF database was utilized to give out candles to offices and individuals. The strategy was to give out as many candles as possible and create an active involvement from individuals and establishments.

Creative Execution

The creative execution was very relevant because during the activity of Earth Hour people would switch off their lights so we gave them an alternative source of light in a form of a candle branded by the advocacy.

Describe the creative solution to the brief/objective.

We had a specially designed one hour candle made which was labeled the date and an invite for people to switch off their lights on March 28, 2009 in celebration of Earth Hour. With this, people wil have no excuse of being in the dark because we wil be givingthem an alternative light source for that time being. After one hour and as the candle melts away, a thank you message appears from Earth hour for participating in the activity. The response was very good and thousands who recieved the candles participated.

Results

The campaign was very cost efficient, people actually did it for free. All they had to do was light the candle that we provided them as a form of support for Earth Hour. The response was very great, thousands of candles given away were lit up on March 28, 2009 at 8pm. Restaurants, bars and cafes used the candles and individuals were able to see the message of Earth Hour.