| Title | EARTH FM |
| Brand | WWF |
| Product / Service | WWF |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
| Media Agency: | STARCOM Millers Point, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andy DiLallo | Leo Burnett Sydney | Executive Creatie Director |
| Jay Benjamin | Leo Burnett Sydney | Executive Creative Director |
| Michael Canning | Leo Burnett Sydney | Copywriter |
| Kieran Antill | Leo Burnett Sydney | Art Director |
| Kieran Ots | Leo Burnett Sydney | Digital Creative Director |
| Stepanie Brown | Leo Burnett Sydney | Digital Producer |
| Masataka Kawano | Leo Burnett Sydney | Designer |
EARTH FM was recognized in Copenhagen as a critical step in reaching a unified international solution for climate change. The idea gave thousands of people all over the world who would not usually have a voice, an audience with the world’s political leaders, and formed one voice for the planet. With the target of an international summit of world leaders, we received an international mix of voices from all corners of the world. Due to its success, EARTH FM will continue to be used by the World Wildlife Fund (WWF) as a new platform to channel the voice of the people on environmental issues, as a way to create action for the future of our planet.
With world media focusing on the Copenhagen Summit, we launched EARTH FM in 3 key stages: 1. we created the collatoral of a radio station, including posters, stickers and badges. The material was launched online which spread through social media, as people heard about the chance to be a part of the broadcast to world leaders. 2. The next step was to create the EARTH FM website, which was designed as the digital radio station. Here, people could record a voice message directly to the broadcast, and tune in to the live broadcast of voices from around the world. We also made the EARTH FM campaign materials available to be downloaded and spread online, giving people the power to spread the message further. People could also record a voice message through their mobile phone, directly to the EARTH FM broadcast. 3. The final step was to broadcast EARTH FM at the Copenhagen Summit.
Throughout history, people’s voices have had the power to create change. But today, it is our planet that needs a voice. We knew that world leaders were meeting in one place for the 2009 Climate Change Summit in Copenhagen. Our goal was to give people of all nationalities and social standing a voice, and in doing so, create one united voice for the planet. Our solution was EARTH FM – A global radio broadcast which invited people to record a voice message for world leaders about climate change, which would be broadcast for world leaders to hear at the Copenhagen Summit. As an idea for the people, Earth Fm was spread by the people through social media as well as media coverage, with thousands of voices from around the world uniting as one collective voice for the planet.