via Tim Theobald Horizont
On March 27 at 8:30 p.m., it’s that time again: millions of people around the world will turn off their lights for one hour and make a collective contribution to climate and environmental protection. The “Earth Hour” initiated by the WWF will take place for the 15th time this year, and more than 400 cities have signed up as supporters. To draw even greater attention to the action, the environmental protection organization is now launching a poster and social media campaign together with the creative agency The Goodwins.
The slogan of the effort, which launched this week, is “Lights out. Climate protection on.” To this end, the client and agency vividly illustrate the effects of climate change, such as species and forest extinction, on two-part poster and social media motifs, with a light switch in the middle of each. Through this image, WWF and The Goodwins want to encourage people, businesses and cities to participate in “Earth Hour”. In addition, the sender is asking the public to use the hashtag #lichtaus to report in advance on social networks about how they will spend “Earth Hour”.
The goal of the campaign is to make a statement for climate protection and a living planet. “Our cities are our biggest opportunity to slow down the climate crisis,” explains Marco Vollmar, WWF’s business manager for communications and campaigns. “On the one hand, with 70 percent of global CO2 emissions, they are drivers of global warming. On the other hand, they can make a significant contribution to climate protection with the help of building renovation, renewable energy generation and modern mobility. We have to become active ourselves now. Alongside business and industry, the development of our cities also needs a new sustainable direction. This is how we can still prevent the loss of biodiversity and limit the climate crisis.”
Meanwhile, Berlin-based agency The Goodwins wants its first work for WWF to show how good can be brought to the world and get as many people as possible to join in.
“The campaign is simple and catchy. It calls on people to engage with climate protection and Earth Hour on their own channels. Influencers* are also invited to join in - what is done during Earth Hour and why are the lights turned off?”
says founder and managing director Tim Stübane.
The campaign runs both in OOH media and performance-oriented with short clips on Facebook and Instagram. On March 27th, there will also be an attention-grabbing PR stunt in front of the Brandenburg Gate, realized by Ultra OOH