EARTH HOUR BEGAN IN ONE CITY, IN ONE COUNTRY IN 2007

JUST THREE YEARS LATER, EARTH HOUR HAS BECOME A GLOBAL MOVEMENT

UNITING HUNDREDS OF MILLIONS OF PEOPLE IN 128 COUNTRIES AND MORE THAN 4000 CITIES WORLWIDE

FOR THE ONE THING WE ALL HAVE IN COMMON:

THE PLANET

IN 2011HOW DO WE RALLY, INSPIRE AND EMPOWER

EVEN MORE MILLIONS OF PEOPLE WORLDWIDE TO PARTICIPATE IN EARTH HOUR

AND TO GO BEYOND THE HOUR?

HOW DO WE CELEBRATE EARTH HOURBEYOND AN EVENT,

UNITING THE WORLD IN A GLOBAL COMMITMENTTHAT LASTS ALL YEAR LONG?

EARTH HOUR WILL ALWAYS BE A TIMEFOR COMMUNITIES TO COME TOGETHER

TO CELEBRATE THE ONE THING WE HAVE IN COMMON:THE PLANET

WE KNOW THAT MILLIONS OF PEOPLE AROUND THEWORLD HAVE ALREADY GONE BEYOND THE HOUR

IN 2011, WE WANT THEM TO TELL USWHAT THEY’RE DOING NOW

AND WHAT THEY PLAN TO DO

BIG OR SMALL, EVERY ACTION COUNTS

THIS YEAR FOR EARTH HOUR 2011, WE WANT TOCAPTURE WHAT IS BEING DONE, TO CAPTURE THE

CHANGE THAT IS TAKING PLACE IN OUR WORLD ANDALLOW THESE ACTIONS TO INSPIRE MORE ACTION

IMAGINE WHAT IS ACHIEVABLE IF WE ALL GO BEYONDTHE HOUR? A SCHOOL KID CAN CHANGE A

CLASSROOM, A BUSINESS CAN CHANGE ITS SUPPLYCHAIN, AND A PRIME MINISTER CAN CHANGE A

COUNTRY.

JUST LIKE EARTH HOUR, IT IS THE SUM OF INDIVIDUALACTIONS THAT WILL CREATE A SUSTAINABLE FUTURE.

TOGETHER OUR ACTIONS ADD UP

THE EARTH HOUR BRAND GROWS BEYOND THEHOUR TO EARTH HOUR +

EARTH HOUR + SEEKS ACTION NOT JUST FOR1 HOUR, BUT COMMITMENT TO ONGOINGCHANGE

CAMPAIGN: PRINT

PRINT AD 1: CYCLE

PRINT AD 2: BUS

PRINT AD 3: WALK

CAMPAIGN: OUTDOOR

CAMPAIGN: TV

TVC: “EARTH HOUR - HUMAN POWER”

CONCEPT: 1000 VOLUNTEERS IN A GRASSY FIELD OR A STADIUM.

THE SPOT WILL BE SHOT IN ONE TAKE FROM A HIGH ANGLE AS THEVOLUNTEERS SPELL OUT WORDS AND CREATE BEAUTIFULANIMATED IMAGES THROUGH CHOREOGRAPHED MOVEMENT ANDCOLOURED CLOTHING.

THINK OF IT AS A “HUMAN LCD SCREEN”.

HERE IS AN EXAMPLE:HTTP://WWW.YOUTUBE.COM/WATCH?V=7JGKM2PDWGY

TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD

TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD

TVC: “EARTH HOUR - HUMAN POWER” STORYBOARD

CAMPAIGN: RADIO

RADIO AD: “EARTH SONG”

CONCEPT: IN THIS SPOT WE’LL BUILD A RHYTHMIC SONG MADE ENTIRELY FROMSOUNDS CREATED BY THE ADDITIONAL THINGS WE’RE ASKING PEOPLE TO DO FOREARTH HOUR.

CAMPAIGN: DIGITAL

PLEDGE PLATFORM

“Pledge to go beyondthe hour”

DIGITAL PLATFORMCAPTURING PLEDGESAND STORIES FROMAROUND THE WORLDOF HOW INDIVIDUALSAND ORGANIZATIONSWILL BE GOINGBEYOND THE HOUR.

INFORMATION WILL BEFED INTO THEPLATFORM FROMVARIOUS DIGITALMEDIA.

DIGITAL: earthhour.org

DIGITAL: “Earth After The Hour” Global Community Platform

THE PLATFORM WILLEVOLVE TO BECOME AGLOBAL COMMUNITYALLOWING USERS,WHETHER INDIVIDUALSOR ORGANISATIONS, TOSHARE THEIRSUSTAINABILITY STORIES,TO ASK FOR HELP, ANDTO JOIN TOGETHER TOMAKE A DIFFERENCE INTHE WORLD.

MOBILE1. VIDEO ANDPICTURE CAPTUREFEED INTO THEPLATFORM

2. WEBSITE SHOWINGLOCAL STORIES ANDCAMPAIGNS THATUSERS CAN GETINVOLVED IN

SOCIAL MEDIAUSERS WILL BE ABLETO SHARE THEIRSTORIES AND THEIRREQUESTS FOR HELPVIA SOCIAL MEDIA

EARTH REPORTER

GLOBAL COMMUNITY PLATFORM

DIGITAL: Banners, Widgets, Apps

WE WILL CONTINUE TO USE OURSOCIAL MEDIA PLATFORMS TOSPREAD THE PLEDGE MESSAGE,GENERATE CONTENT AND DRIVETRAFFIC TO THE CAMPAIGNPLATFORM

DIGITAL: Social Media

DIGITAL: Facebook Campaign

BANNERS WILL APPEAR ONUSER’S FACEBOOK PAGESENCOURAGING THEM TO SHOWTHEIR SUPPORT FOR EARTH HOURAND PLEDGE TO GO BEYOND THEHOUR.

WHEN THEY DO, A MESSAGE WILLBE POSTED TO THEIR FACEBOOKPAGE FOR ALL OF THEIR FRIENDSTO SEE TELLING THEM THEY ARESUPPORTING EARTH HOUR 2011

DIGITAL: Lantern Project Evolves to Include Pledges

CAMPAIGN: MOBILE

MOBILE WEBSITEINTEGRATE EH+ PLATFORMTRANSLATED TO 5-10 LANGUAGES

APPS STRATEGYCOUNTRY TEAMS DEVELOP THEIR OWN APPS AND IT GROWSORGANICALLY

PARTNERSHIPSTELCOS SEND PREDEFINED TEMPLATE TO ITS SUBSCRIBERHANDSET MAKERS PROMOTE OUR APPS IN THEIR STORES CONTENT PARTNER SITES RAN EARTH HOUR BANNERS

CAMPAIGN: CORPORATES

CORPORATE PLEDGES TO GO BEYOND THE HOUR

Nike is adding to Earth Hour by removing greenhousegases from products and reducing emissions fromcontracted manufacturing and shipping.

Sony is adding to Earth Hour by increasing energyefficiency in production facilities, and switchingfrom fuel to renewable energy sources.

IKEA is adding to Earth Hour by developing energyefficient lighting solutions that allow for energysavings of up to 80%.

PricewaterhouseCoopers Australia is addingto Earth Hour by retrofitting offices to moveentirely to renewable energy by 2011.

MORE INFORMATION

CORE CAMPAIGN LIZ POTTER epotter@wwf.org.au(TV,RADIO, PRINT, OUTDOOR)

DIGITAL CAMPAIGN SAM BRODIE sbrodie@wwf.org.auPENNY MILLS pmills@wwf.org.au (WEBSITE, WIDGETS, BANNERS)

MOBILE SID DAS sdas@wwf.org.au (APPS, MOBILE PARTNERS)

WIKI/EH NETWORK KATH KISSELL kkissell@wwf.org.au

EH 2011 ANDY RIDLEY aridley@wwf.org.au