Earth Hour: The digital Earth Hour - reaching millions of people in 1 hour, without spending a dime

Darius Karbassioun and Jonathan Koh

This case study explains how WWF, the charity, reframed 'Earth Hour', an environmental initiative, for a Chinese audience by focussing on digital and social media.

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...

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