WWF – Australia – Earth Hour

Agency: Leo Burnett Sydney

WHAT'S THIS PAPER ABOUT?

Earth Hour: There's been a lot of debate.

Did it work, didn't it work? What was the point? Did it actually do anything…?

The fact is that in 2006, Earth Hour didn't exist – but in 2009 over 140 million people, in 88 countries in over 4000 cities turned off their lights and paused for one hour – Earth Hour. It has become one of the largest environmental movements in history. And, it is also one of the fastest growing brands ever with awareness growing from 0 to 658 million in less than three years.

This paper tells the story.

SO WHAT IS EARTH HOUR? DID IT WORK?

Let's start at the end.