Weber Shandwick in Singapore has supported the WWF’s (World Wide Fund For Nature) Earth Hour effort on a pro-bono basis for the past four years. This year, Earth Hour’s theme ‘I Will If You Will’ aimed to challenge people to find their own ways to be environmentally conscious. The campaign garnered support from throughout Singapore, attracting regional and local celebrities, as well as corporations like Ben & Jerry’s, IKEA, Nokia, Philips Lighting and The Body Shop.
This was the first year that the WWF employed the ‘challenge’ concept – providing an incentive and mechanism for people, companies and communities to extend their environmental actions beyond the single hour, and most importantly to talk about it. The new campaign theme was a success in Singapore. The Weber Shandwick Earth Hour team landed 13 interviews for the WWF Singapore team and its celebrity ambassadors, including a 15-minute spot on Good Morning Singapore.
In addition to this direct media successes, over 6,000 people participated in the lights-off party at Ngee Ann City Civic Plaza, which was also attended by Singapore’s Minister for the Environment and Water Resources. More than 1,500 people signed up as Earth Hour Ambassadors and over 400 organisations gave their support and participation for Earth Hour 2012.
Watch the campaign video on WWF ‘s Facebook page.
(Photo: Jacky Ho for WWF/Earth Hour)