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ANDY Awards

Creative Award
New York, United States
Earth Hour - "Earth Hour (305 sec)" by ANDY Awards 2008

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TitleEarth Hour (305 sec)
Agency
Campaign Earth Hour - WWF
Advertiser WWF
Brand Earth Hour
PostedOctober 2008
Product Earth Hour
Business Sector Environmental & Ecological Issues
Story The city of Sydney, Australia, partnered with the World Wildlife Fund to heighten consumer awareness about global warming, attempting to influence attitudes and behavior toward solutions to the crisis. The focus was energy conservation and the idea was to shut off the city lights for exactly one hour, a world-first endeavor, to create public awareness and action. The goal was to get citizens to follow by turning off their lights too. Consumers throwing a switch would mean a proverbial switch in thinking how single actions can add up and help bring about change.



Over 2 million people participated which resulted in a 10.2% reduction in energy used (over double the target goal) which was equal to 48,000 cars taken off the road.
Media Type Case Study
Length
AI Description The advertisement for Earth Hour, spearheaded by WWF in collaboration with the city of Sydney, presents a compelling case for global participation in addressing climate change through energy conservation. The ad features striking visuals of Australia's landscape and iconic landmarks shrouded in darkness, symbolizing the unison of over two million residents turning off their lights for one hour on March 31st. This action led to a significant 10.2% reduction in energy consumption, likened to removing 48,000 cars from the roads. The clear message of collective effort resonates, showing how individual actions can culminate into a powerful movement. The ad is bolstered by real news broadcasts, emotional testimonies from diverse participants, and statistical graphics demonstrating its widespread impact and media coverage. The campaign's success led to a ripple effect of awareness and inspired subsequent global initiatives, marking Earth Hour as a symbolic event in the fight against climate change.
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