#GOALLIN
WWF EARTH HOUR 2016
GLOBAL SOCIAL CAMPAIGNS / FRAMEWORKS
MAY 2015
OUR 2016 CHALLENGE
Develop a creative idea that will:
- Inspire millions of people across geographies to take a climate related action via the earthour.org platform
- Drive donations to Earth Hour
- Showcase the power of crowd to do good
- Continue to build on the two platforms associated with Earth Hour: #YourPower AND #ChangeClimateChange
- Build in potential for a long term platform
- Create a single-minded action that makes it ‘easy’ for people to join in
- Live on Social and keeps a celebratory, positive focus towards climate change
It’s difficult to switch the equity already built into Earth Hour.
People understand lights out – but it’s harder to create mass awareness around the many other ways they can tackle climate change.
GUIDING INSIGHT #1
Media are ill-informed about the breadth of activities behind Earth Hour..
“The solutions to our energy problems don't start with individuals shutting the lights off at home. They start with public policy -- the only force that can actually change how the infrastructure and shared systems work. The true power is not in switching lights off, but in achieving lasting policy change”
GUIDING INSIGHT #2
Earth Hour is on a journey. And measurement could be the next big chapter.
GUIDING INSIGHT #3
We should build on the equity you have created over 9 years.
GUIDING INSIGHT #4
Your digital footprint is a powerful asset and it has huge amounts of crowdsourced material encouraging people to hit the switch.
#YourPower
We believe Your Power speaks to an individual’s ability to influence something in a meaningful way. This translates beautifully to social media. In many ways a “like” or a “share” in social media is like casting a vote. It’s a vote for something that you like or believe in, it’s exercising your power in a public space.
This is the power that we want to harness for our campaign.
GLOBAL CREATIVE PLATFORM INSIGHT
An unified idea with multiple ways to execute, highlighting the true breadth of Earth Hour 2016's initiatives.
OUR APPROACH
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EARTH'S BIGGEST SWITCH
CAMPAIGN FRAMEWORK / CONCEPT 1
EARTH'S BIGGEST SWITCH.
What It Is
We’ll ask people around the world to switch out one habit for a pro-Earth habit and share this commitment with their friends on social media.
People who participate will see how they are "changing climate change" -- in real time.
Earth's biggest switches on EarthHour.org. Shared on social.
Choose your own switch at EarthHour.org
EMPOWERING PEOPLE TO SWITCH
Use analytics to test which switches get traction and empower people to invest in them.
If thousands of people are signing on to make the switch to turn off their social networks and speak to friends instead…we can morph our messaging and target specific actions to make them spread further.
HOW: by tracking conversation and switches made via Earth Hour we’ll work with media partners to optimize media spots behind high activity switches.
CORPORATES CAN MAKE A SWITCH TOO
Use measurement to test which switches get traction and empower people to invest in them.
Google's doodle switches its letters around!
We’ll ask Google to link directly through to the real time statistics on earthhour.org showing the impact people are having with their swtiches – the more switches we make, the bigger collective impact we can see!
THE SOCIAL PROFILE SWITCH.
Earth’s Biggest Switch on social media profiles.
It’s simple – we’ll help people to switch their profile pics upside down and tag 10 friends to show they’ve made the switch!
Head over to earthhour.org to make a switch and get your custom Switch profile photo for download.
CORPORATE BIG MEDIA SWITCH.
Earth’s Biggest Switch in the news.
Our global campaign corporate toolkit can encourage company’s to go public with measures to switch to more sustainable practices
We’ll provide a list of activities and ideas in the corporate toolkit that will help them insert themselves in the story during Earth Hour.
FASHION FORWARD SWITCH.
A BIT OF FUN NEVER HURT ANYONE.
Simple but fun – for the Millennials to get involved we’ll tap into the huge nail art trend and ask people to show they’ve made the switch , by letting their fingers do the talking!
"Make the switch and show us your Earth Hour fingernails by uploading it with the #yourpower hashtag.
We can extend this idea to fun downloadable nail design templates for spas and salons across the world to use in the lead up to the event.
MEASURING MULTIPLIER EFFECT OF SINGLE ACTIONS
We can create BIG news with powerful advocacy and influencer groups by attempting to measure the impact of switches.
“Earth hour is about hope and taking individual action then multiplying it”
If we can use social media to show people the direct impact each switch makes on an aspect of climate change it will become a snowball effect.
This gives us a year on year platform to build from with ever increasing targets and positive impacts taking it beyond the hour and into daily behavior change.
EARTH'S BIGGEST SWITCH.
Why It Works
Gives hope and makes people see the bigger picture around their individual action.
Builds on Earth Hour's existing equity - but extends to showcase all the different actions you can take on Earth Hour and beyond.
The ‘switch’ component offers enormous flexibility for other brands and organizations to take part.
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MOVE FOR CHANGE.
DONATE #YOURPOWER
CAMPAIGN FRAMEWORK / CONCEPT 2
MOVE FOR CHANGE.
Private and public transportation is a major contributor to climate change, one that we often have a choice about.
A positive impact on the environment is less about one large action than it is about an accumulation of small actions. We will make the one large action visible for everyone that contributes a small personal action.
MOVE FOR CHANGE.
What It Is
Donate #YourPower
We will tap into the power of our movement and help Earth and
#ChangeClimateChange
MOVE FOR CHANGE.
What It Is
Your individual movement is part of a collective global movement.
You can track your progress, the progress of your friends, your city, your country and the world.
Let's get to this year's #YourPower Global Goal.
MOVE FOR CHANGE.
How?
By committing to 'move' more sustainably - from 1 minute to 1 hour or more than you do today.
"Donate" your movement to the Earth - to make it better place for us to celebrate Earth Hour 2016.
MOVE FOR CHANGE.
People can head to earthhour.org to select their commitment to move - what type of movement and how much.
Once you select your commitment, you can share this commitment publicly with your network and tag friends, asking them to make similar commitments.
Your can opt for automated reminders at the end of each day or week - asking you to recommit. You can change or mix up your movements, showcasing your actions on social media, but also encouraging others to join.
DONATE #YOURPOWER TO MOVE. #CHANGECLIMATECHANGE.
We challenge the world collectively to a global goal of universal movement for Earth Hour - say 60 circumferences around the Earth with movement that is less CO2-intensive than before.
COLLECTIVE MOVEMENTS.
MOVE FOR CHANGE.
Counting Move For Change via people's commitments on EarthHour.org, on Social Media and via their smart devices
YOU HAVE MOVED
WE HAVE ALL MOVED
MOVE FOR CHANGE.
We challenge the world collectively to a global goal of universal movement for Earth Hour - say 60 circumferences around the Earth with movement that is less CO2-intensive than before.
Day 7:
22/60 & Counting...
GLOBAL CAMPAIGN VIDEO - COLLAGE OF 2016'S MOVERS.
MOVE FOR CHANGE
Why It Works
In our busy world, people are increasingly more receptive and looking for ways to help themselves feel better, and at the same time to help the Planet - by putting their best foot forward in a way that benefits them and the Planet.
MOVE FOR CHANGE
Why It Works
If the entry-point is accessible enough - and in this case it is - people will participate.
Pledging to reduce one's footprint simply by "moving" as little as a minute more a day, or in a way that is less CO2 intensive (we can also broaden what it means to "move", for example, turning one's lights out can be defined as a move too) and sharing this makes it easy.
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#YOURPOWER
(I'VE GOT THE POWER!)
CAMPAIGN FRAMEWORK / CONCEPT 3
What It Is
#YourPower Share-athon
A marathon reconstructed for the digital age of social sharing.
EARTH HOUR 2016 SHARE-ATHON.
Creative people around the world will be invited by other creative people to create their own content (UGC). UGC that isn’t only exciting, fun, and fresh, - but also has a positive impact on the world.
Earth Hour's Share-athon will harness the incredible creative power in the world around us while providing it with the social platform it needs to have that impact.
EARTH HOUR 2016 SHARE-ATHON.
Structured like a traditional marathon, with participants creating content and posting it to social media (with the #YourPower hashtag), aiming for the most likes and shares until the day of Earth Hour 2016.
Examples of Earth Hour Share-athon content:
Show the power of small things to make big change
OR
Show Earth in all its beauty.
EARTH HOUR 2016 SHARE-ATHON.
Participants reach out to their social media networks to let them know they are participating in the Earth Hour 2016 Share-athon and ask for small donations from friends and family.
They set a goal for how many shares they want to achieve with their content, while the donors set how much they would like to donate.
EARTH HOUR 2016 SHARE-ATHON.
SHARE #YOURPOWER TO CREATE.
We challenge the world collectively to a global goal of universal movement for Earth Hour - say 60 circumferences around the Earth with movement that is less CO2-intensive than before.
EARTH HOUR 2016 SHARE-ATHON.
TOGETHER LET'S REACH 10M SHARES!
EARTH HOUR 2016 SHARE-ATHON.
The 1,000 most shared pieces of content will be showcased at earthhour.org
We will also prom
We will use pro-bono social ads/ promoted tweets to amplify these pieces of content and get the campaign trending.
Creators will be named as the official WWF Earth Hour Creative Ambassadors.
Our 2016 Creative Ambassadors can be tapped as a powerful resource for helping to create Earth Hour digital campaigns in the future.
EARTH HOUR 2016 SHARE-ATHON.
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I'M GOING TO!
TACTICAL CROWDSOURCED SOCIAL CAMPAIGN
WHAT IT IS
We crowdsource a global call to action campaign video from each corner of the Earth. People share what they’re going to do using only the words
‘I’m going to [insert action]”
OR
‘We’re going to [insert action]”.
There’s no link made with Earth Hour until the last screen.
I'M GOING TO!
HOW
Each market will ask families, celebrities, pets, school kids, young adults, the elderly, organizations and governments to submit a piece to camera.
We’ll edit this into a global TVC and viral video to be used across social media and TV to urge more people to take part in Earth Hour 2016.
WHY IT CAN WORK
A single global asset in multiple languages that can be used across all Social and ATL platforms that showcases the collective actions of thousands.
Drives people directly to the platform where they can choose the action they’ll take – but simply highlights the fact that Earth Hour is more than just lights off!
-Encourage donations at the individual level
-Foster media and corporate participation
OUR CAMPAIGNS
-Are designed around people taking universal, singular actions on social media
-Actions speak to a diversified Earth Hour agenda (they go "beyond the Hour" and lights out)
OUR CAMPAIGNS
-Have sharing and social built into them
-Accrue into a collective global action or movement
-Begin making Earth Hour's "beyond the hour" impact measurable at the individual and collective level
-Drive people to take actions at earthhour.org
-Build on #YourPower and #ChangeClimateChange
OUR CAMPAIGNS
- Be kick-started using Earth Hour's relationship equity with celebrities and influencers
- Tap into the networks of Earth Hour's 250 Champions
- Would begin 3 months prior to the EH 2016 event and run for 3 months, dovetailing into Lights Out
OUR CAMPAIGNS
-Are scalable and can be built further year-on-year
OUR CAMPAIGNS
AMPLIFY #YOURPOWER
& EARTH HOUR 2016 WITH
TheBridge is a powerful way to engage communities and audiences in real-time and to amplify interest.
We can use TheBridge to amplify media mentions and buzz about Earth Hour 2016, as well as buzz during the event itself.
SOCIAL MEDIA LISTENING & REALTIME ENGAGEMENT PLATFORM
THANK YOU.