The general public and iconic buildings across the world were asked to turn off their lights for one hour to raise awareness of climate change. Unity PR was brought in to manage the media in the run-up to the event, which generated large amounts of pre-coverage but was overshadowed on the day by the huge Put People First march aimed at the G20 leaders.
HOW I SEE IT
James Newman, Account director, Finn Communications
With any social marketing campaign, true success should be measured by a genuine change in behaviour. And if the promises to take part posted on Twitter and Facebook were anything to go by, Earth Hour seems to have been a success.
Support in Britain from more than 100 UK cities and 200 landmarks, a stunt gesture from Coca Cola to switch off its famous Piccadilly sign, and some celeb endorsements helped garner pre-event coverage. But where the campaign seems to have fizzled out is Earth Hour D-Day.
Despite this low-key press coverage, the power of the crowd helped drive the campaign forward, showing traditional media relations isn't the be all and end all it once was. Whether behavioural change will endure, only time will tell.