Results and Effectiveness

• Highest ever participation rate – Over 400+ organisations signups (50% increase), 6000 people (20% growth) at the Orchard Road Part • More than 80,000 views on Earth Hour’s microsite • Outstanding local social media buzz – Singapore was one of the four countries trending on Twitter on Earth Hour’s Eve • Pro-bono support from local media owners amounting to over $600,000 in media value • Online mentions in over 4000+ blogs about the campaign • 110 instances of earned media coverage worth $730,000

Creative Execution

IWIYW’s premise was simple – Participants could challenge others to commit to an environmentally friendly action by offering them something in return. Challenges were issued, discussed and shared via our Youtube brand channel and other social media platforms. From something as simple as having 7-year old Sheryl Ng pledging to talk to 1,000 schoolmates about saving energy if 100 adults pledged to switch off their lights for Earth Hour, to having organisations like Carrefour pledging to donate to WWF every dollar collected from the sale of its eco-bag, if 10,000 customers said no to plastic bags, we drove home the fact that everyone can do their part because big or small, every action adds up. To drive awareness and excitement, we engaged a multitude of different media - press, outdoor media (street banners, bus-stop posters), radio, cinema and even guerilla marketing – all through the support of our generous partners.

Insights, Strategy and the Idea

Earth Hour, a global initiative by WWF (World Wide Fund for Nature), reaches hundreds of millions of participants in 7,001 cities and towns across every continent, getting them to turn off their lights for one hour. Earth Hour has been described as ‘the World’s largest voluntary campaign for the planet’. However, is environmental conservation merely 60 minutes of darkness? Or can it be something more? Turning out the lights for an hour is an important step. But it’s just that – a first step. We need to give more of ourselves, and encourage more from others. The question is how? After all, we only do more if we feel like we’re getting something in return. “I Will If You Will” (IWIYW) is a challenge based platform fuelled by friendly social competition, providing both the incentive and mechanism for individuals, communities and companies, to go beyond the hour.