Earth Hour

  • Category:
    Management
  • Document type:
    Case Study
  • Level:
    High School
  • Page:
    2
  • Words:
    1372

8EARTH HOUR

Earth Hour

Earth Hour

Earth Hour is a meaningful worldwide event that is organized by the World Wide Fund aimed at raising public awareness about global climate changes. This movement was influenced by a 2004 Intergovernmental Panel on Climate Change report to campaign against climate change. It was first launched in Sydney, Australia in March 2007. Aprroximately2.2 million people participated in the event by turning off unnecessary lights. Important monuments in Australia stood in the dark as a strategy to protest against climate change. Following its success, many other cities around the world have adopted the event that is held in March every year to encourage businesses and household to turn off unnecessary lights for one hour.

Recently, the event has also been endorsed by the governments around the world increasing the number of participating countries. Currently, there are approximately 160 countries and over 7000 cities that participated in this year events (Earth Hour, 2014). Some countries that participated this year event include South Africa, United States, Russia, Portugal, Germany, Brazil among others. It is celebrated on a Saturday 8.30 to 9.30 local time in the participants. The Co-Founder of the event, Ridley noted that Earth Hour movement had noted massive environmental outcomes beyond the hour. It has raised awareness about the importance of taking action on climate change (Smith, 2015). This is the primary reasons as to why we turn off the light for an hour. Earth Hour is seen as a movement that has translated both individual and community action into a message of hope to everyone who wants this change.

Earth Hour Timeline

Countries

Milestones

Brought people together for the symbolic earth hour

Earth hour website received 6.7 million views

Earth Hour became the largest climate change initiative globally

Earth Hour became the global call to action, and take over and direct a move towards a sustainable future

Earth Hour added a plus on their logo as an indication the campaign is more than one Hour.

A law to protect the sea from oil pollution was passed in Russia and received 122,000 signatures

A foundation in Argentina used Earth Hour 2013 to people to support a Bill to protect a 3.4 million hectare for marine.

Launch of Earth hour blue as crowdfunding project

Earth Hour Event Images

Earth Hour

Moscow before and after switch off

Earth Hour 1

Taipei 101 building before and after switch off

Corporations associated with Earth Hour

Earth Hour 2

Two Selected Earth Hour Sponsors

IKEA has been committed in its support towards Earth Hour. IKEA is transitioning to renewable energy and cutting emission in all its supply chain. In support to make Earth Hour bigger, IKEA Malaysia has been working to reduce the emission of greenhouse gasses associated with energy use in their business (IKEA, 2011). The company has adopted new practices and technology to reduce energy consumption. For example, IKEA uses energy-saving light bulbs, extra insulation to save on energy for heating and cooling and installed a water tank to collect rainwater.

In 2011, IKEA Malaysia organized an SUNNAN solar lamp-lit dinner during Earth Hour, where all the proceeds were collected and donated to the WWF Malaysia to support environmental protection efforts.

The Body Shop

The Body Shop has been supporting Earth Hour movement for over five years. The Body Shop encourages partnered with the Earth Hour Digital Card and rewards customers who have pledged to go green. In 2012, The Body Shop Singapore participated in the «I Will If You Will» challenge, as a way of uniting the business with its customers with a common goal of creating a positive environmental outcome.

The challenge from Body Shop rewarded customers with 60ml gel for every three recyclable containers presented at Body Shop outlet as an environment protection measure. The partnership between Earth Hour and Body Shop where members of the movement receive a goodie bag when they become an ambassador of the movement.

Earth Hour Ambassador

  1. Jessica Alba, Actress

  2. Miranda Kerr, Supermodel

  3. Sajid Hasan, Actor

  4. Anoushay Ashraf, Model

  5. Amna Kardar, fashion designer

Jessica Alba, Earth Hour Ambassador

Jessica Alba is a Hollywood actress was the Earth Hour global ambassador 2013. She believes that the choices people make in their daily lives can have a huge impact not only to the next generation but also to the planet on which we live. Jessica Alba agreed to let their children dress all their employees for a day if ten thousand people adopt non-toxic, eco-friendly products. Her effort has increased awareness of the movement and to generate a global paradigm shift in people’s and society’s attitudes toward our environment. Jessica Alba step up to the pivotal role, inspiring fans to join the global community in driving a real action for the sustainable future of our planet.

Earth Hour Russia, Climate-friendly Legislation

Climate change is one of the biggest environmental challenges today. The aim of Earth Hour is to inspire and empower people around the world to push climate change to become top of the agenda. One of the impacts of Earth Hour Movement is the ability of Russians to petition a legislative change to protect its seas from pollution.

In 2012, the WWF-Russia used the power of Earth Hour movement to collect about 110,000 signatures to urge the government to protect its see from oil spillage (Panda, 2013). In the next year, they collected 120,000 signatures to save the country’s protected forest territories from industrial logging. WWF-Russia worked with government authorities after the catastrophic oil spill in the Kerchensky Strait. After years of negotiation, the first hearing of a draft law was approved in 2011. To achieve this, the organization used Earth Hour campaign I Will If You Will to motivate people to drive for a law that marine environment against oil spills.

A new law was drafted that define rules of oil products extracting and transporting and required all company in that sector to take responsibility of preventing oil slippage. If oil spills occur, the company makes full restitution to the environment. The law also includes measures and enables volunteers to help in clean up. The beyond 1-hour platform has enabled Russians to mobilize actions on climate change and other environmental priorities.

Impact of Social Media on Earth Hour

Research shows that social media has become number one activity on the web (Cox, 2006). Social media represents a significant segment of overall communication strategy and can be used in various forms including blogs, Internet forums, or networking. Given the number of traffics these platforms generates, they can be considered to have a real impact on the way information is shared or distributed.

WWF used social media to drive Earth Hour campaign. WWF implemented social media strategy involving various platforms including Twitter, Facebook, YouTube, Instagram and so on to people from all over the world to support Earth Hour.

Last year, WWF has continuously increased its investment in social media compared to previous years. To reach a wider audience of the event and raise awareness, WWF needed to use different platform to reach different target audience. At the same time, WWF partnered with celebrities to share videos online as they have a wider audience, as a result, it increased WWF Facebook fans in tenfold. Research shows that rolling out social media campaign has similar impacts in the corporate organization as in the NGOs. However, NGOs may have a real advantage over corporation when people engage in social platforms as fans; they do so because they believe in the organization and thus it has a positive impact. WWF uses social media because of it is cost-effective and help to understand the community behavior such as when the message can reach more people. Posting at the right time helps Earth Hour campaign go viral, and WWF was able to reach more people and reach its goal of advocating the importance of environment protection.

References

Cox, R. (2006). Environmental Communication and the Public Sphere. Sage Publications, Inc.

Panda (May 2013). «WWF-Russian seas finally protected by robust law against oil pollution.» Panda.org. Retrieved from http://wwf.panda.org/wwf_news/?207193/Russian-seas-finally-protected-by-parliamentary-law

IKEA. (2011). «IKEA solar-lamp lit dinner during Earth Hour«. Retrieved http://www.wwf.org.my/?12301/IKEA-solar-lamp-lit-dinner-during-Earth-Hour.

Earth Hour. (2014). «2014 Report«. Retrieved from https://www.earthhour.org/earth-hour-2014-report

Smith, L. (March 2015). «Earth Hour 2015: Why is the world turning off its lights?» International Business Times UK. Retrieved from http://www.ibtimes.co.uk/earth-hour-2015-why-world-turning-off-its-lights-1493492