The Campaign

64% of PC users do not turn off their computers after use and it is estimated that there are more than a billion PCs in the world now. This leads to a huge amount of energy wastage that adds to the global carbon footprint. HP recognizes that it is not enough to create environmentally friendly products. As a leader in I.T., they need to educate and get people, home and office PC users, to use I.T. responsibly. In order to create an innovative and effective campaign, we searched for an insight. We looked at people's attitude towards the environment and we found that they want to do their bit but feel that their single effort is not enough. With this insight, we created a campaign to encourage everyone to turn off their computers everyday and show them the collective positive impact when individuals come together.

Success of the Campaign

In 6 weeks, the campaign received: - More than 500,000 visits - Over 19,000 widgets were downloaded - A whopping 127 countries participated in this global event - More than 19 tons of carbon emission reduced - Equivalent of 950 cars taken off the road Through the results and conversations around the campaign, HP is now seen as a truly innovative company that have managed to change many people's perception. It has shown that every small effort can make a difference and all of us have the ability to change the world for the better.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A unique desktop widget was developed for all participants to download from the campaign website and help remind them to turn off their computers at the end of each day. When they do this simple act everyday, the widget translates their actions into positive environmental impact that they can see ie. cars of the road, energy saved etc. This information is updated on the website where you can see your collective impact amongst your friends, as a country and the rest of the world. To spread the word, email signatures, digital badges for Facebook and banners for your personal blogs are available for download.