The document discusses Earth Hour, a global sustainability event organized by WWF where billions of people in over 128 countries turn off their lights for one hour to raise awareness about climate change and the environment. It began in 2007 in Sydney and has grown significantly. During Earth Hour, over 1,000 iconic landmarks worldwide including the Great Pyramids and Eiffel Tower turn off their lights. In the UK, major landmarks and all parliaments participate with support from political leaders. The event involves schools, communities, businesses, celebrities, and media partners to maximize outreach. WWF's goal is to continue expanding the event's success and message in more countries and online.

1. For a world with a bright future
8.30pm
26 March 2011
For a world with a bright future

2. For a world with a bright future
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. For a world with a bright future
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. For a world with a bright future
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. For a world with a bright future
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. For a world with a bright future
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. For a world with a bright future

8. For a world with a bright future
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. For a world with a bright future
International Challenges
• Brand visibility and association
• Timeline
• Online
• Global corporates and territories
• A new event for the UK

10. For a world with a bright future
UK Challenges
• Budget and resource
• ROI and value
• Coordination with rest of organisational activity

11. For a world with a bright future
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. For a world with a bright future
Increasing Success in 2011
• Developing messaging and creative
• Developing deeper and longer
engagement
• Focus online
• Bringing fundraising to the heart of
the proposition

13. For a world with a bright future
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. For a world with a bright future
Engagement Plan
• Iconic landmarks
• Businesses
• Schools
• Associations and networks
• Communities
• Government

15. For a world with a bright future
Communications Plan
• PR
• Social Media
• Media Partnerships
• ABL
• Sponsors and corporate partners
• Devolved

16. For a world with a bright future
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