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Earth Hour: the challenges of running a global event

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Rachel Bloodworth, WWF …

Rachel Bloodworth, WWF
www.charitycomms.org.uk/events

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  • 1. 8.30pm 26 March 2011 For a world with a bright future
  • 2. A Global Sustainability Event
    • Started in 2007 in Sydney
    • Now a global sustainability event with billions of people across 128 countries and 4,000 cities taking part
    • People across the world from all walks of life turn off their lights and come together in celebration and contemplation of the one thing we all have in common – our planet.
  • 3. Over 1,000 Iconic Landmarks The Great Pyramids of Giza Eiffel Tower in Paris Bird’s Nest Stadium in Beijing Christ the Redeemer in Rio de Janeiro Empire State Building in New York Acropolis in Athens Coliseum in Rome Table Mountain in Cape Town Golden Gate Bridge in San Francisco Sydney Opera House Las Vegas Strip Petronas Towers in Kuala Lumpur
  • 4. UK Engagement
    • In the UK all major landmarks switched off, including the Millennium Stadium, Buckingham Palace, Big Ben, Edinburgh Castle and the iconic lights at Piccadilly Circus
    • All UK Parliaments participated with public support from Gordon Brown, David Cameron, Nick Clegg and Boris Johnson
  • 5. UK Reach
    • General public - over a third of all adults are aware of EH, with102,000 registrations and 13 million people taking part
    • Schools - 1700 schools
    • Community groups - 126 local authorities and 300 other groups including 41 universities and 23 football clubs
    • Opinion formers - 142 MPs
    • Businesses - over 700 including M&S, Coke, IKEA, McDonalds and MBNA
    • Celebrities - Coldplay, Colin Firth, Alexandra Burke, Stephen Merchant as well as many others also joined WWF to show their support
  • 6. UK Reach
    • Media coverage reached over half of all UK adults
    • Over 850 pieces of UK coverage
    • 30 items of TV coverage on 11 UK stations
    • Media partners including
      • News of the World (readership c8m)
      • Clear Channel
    • Regional radio in run up reaching 5.5million people
    • Outdoor media space worth £350k
    • Rapidly growing popularity with social media. Facebook fans grown from 3,000 in 2009 to 30,000 in 2010
    • Number one topic on Twitter on the day
  • 7.  
  • 8. Global Elements
    • Open-source, unbranded event
    • Global website for sign-ups
      • Target one billion people
    • Template promotional material (unbranded)
      • Video
      • “Toolkit” content for corporate engagement
      • Print ads
      • TV ads
  • 9. International Challenges
    • Brand visibility and association
    • Timeline
    • Online
    • Global corporates and territories
    • A new event for the UK
  • 10. UK Challenges
    • Budget and resource
    • ROI and value
    • Coordination with rest of organisational activity
  • 11. UK Strategy
    • Vision: “To help the UK public engage and connect with WWF’s work, bringing conservation and sustainability alive in their hearts and minds and creating a positive force for change.”
  • 12. Increasing Success in 2011
    • Developing messaging and creative
    • Developing deeper and longer engagement
    • Focus online
    • Bringing fundraising to the heart of the proposition
  • 13. One Hour. One World. One Future.
    • From London to Sydney, Rio and Singapore, people all across the world will be joining WWF on the 26 March 2011 to switch off their lights and show they care about tackling climate change and protecting the natural world
    • It’s a powerful message to world leaders and a reminder to us all that we only have one planet Earth
  • 14. Engagement Plan
    • Iconic landmarks
    • Businesses
    • Schools
    • Associations and networks
    • Communities
    • Government
  • 15. Communications Plan
    • PR
    • Social Media
    • Media Partnerships
    • ABL
    • Sponsors and corporate partners
    • Devolved
  • 16. Join Us!
    • Register online to be an important part of something big – wwf.org.uk/earthhour
    • Rachel Bloodworth
    • Communications Manager
    • WWF-UK
    • E: rbloodworth@wwf.org.uk