Earth Hour: The digital Earth Hour - reaching millions of people in 1 hour, without spending a dime
Darius Karbassioun and Jonathan Koh
Campaign details
Brand owner: WWFLead agency: BBH ChinaBrand: Earth HourCountry: ChinaIndustry Charities and voluntary organisationsChannels used: Earned media, buzz, Internet - general, Social mediaMedia budget: Up to 500k
Executive summary
WWF needed to find a way of reframing Earth Hour (encouraging people to turn off their non-essential lights for one hour to raise awareness about the need to act against climate change) in a...