It is important to clarify that WWF's Earth Hour was not a social marketing campaign to change behaviour - our aim was to demonstrate global concern about climate change and thereby influence world leaders ahead of the UN climate summit in Copenhagen in December.
Having factored in the G20 London demonstrations, we achieved rolling broadcast news on the day of Earth Hour, and widespread national and regional press coverage. The media campaign was planned and managed by our in-house team with some specific elements supported by Unity in the final phase.
Katie Randerson, head of brand communications, WWF-UK.
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