This week I am assigned to do a campaign brief for WWF by my course leader.
The task is to hire an agency to help WWF Earth Hour to find corporate partnerships.
Date: 26th March 2013
Project Name: Dare Care Share Hong Kong
Team: WWF Communication Department; Earth Hour Project Team
Agency: LMN PR
Budget: 800,000 HKD
Where are we now?
Earth Hour is a worldwide event organized by the World Wildlife Fund (WWF) and held towards the end of March annually, encouraging households and businesses to turn off their non-essential lights for one hour to raise awareness about the need to take action on climate change. The event, conceived by WWF and Leo Burnett, first took place in 2007, when 2.2 million residents of Sydney participated by turning off all non-essential lights. Following Sydney’s lead, many other cities around the world adopted the event in 2008.
Hong Kong began to participate in the event in 2009, and in 2012, over 3,300 companies as well as all the universities and a number of 340 primary and middle schools took part in the Earth Hour Project. 2.8million citizens of Hong Kong took part in the Earth Hour 2012.
According to the statistic provided by CLP Hong Kong, the usage of the electricity in Hong Kong reduced 4.27% during 31st, March 2012 –equal to saving 146 tonnes of carbon dioxide, which would take more than 6,300 trees to absorb in a year. In February 2013, WWF Hong Kong did a survey about the Earth Hour project, a number of 2,553 people participated in the survey.
According to the survey, 93% people said that they know about the earth hour. However, when it comes to the question off “how effective do you think the earth hour is”, there are 24% of people considering it as ineffective, 32% of them think it is only a little bit effective.
There are people questioning the real meaning of the Earth Hour and some people argue that the project is ineffective in essence that the energy it saved has little or no influence for our planet.
In fact, the rationale for WWF to keep Earth Hour going is that environmental protection goes beyond that specific one hour. In this case, the meaning that the Earth Hour carries is much more important.
We are finding ways to communicate better with our stakeholders (the participated companies and organizations) about the benefit we bring for our planet by participating in the Earth Hour project.
Where do we want to be?
Aim: Promote Earth Hour and I Will If You Will campaign for 2014; have more corporations to participate in the I Will If You Will campaign and Earth Hour Project, and raise awareness of the importance of saving energy and caring for our planet.
Primary Objective: More Sponsorship
Earth Hour seeks global partners who are committed to a sustainable future and empowering the community to make a difference. Corporate partnerships’ support can inspire millions to take actions that make a lasting difference and impact the world we live in. It’s a visible and valuable way of delivering organization’s corporate social responsibility objectives. Partner with us to educate, inspire and implement projects that are meaningful and effective and continue in uniting people to protect the planet.
By teaming up with the corporations, we aim to increase the awareness of environmental protection; increase the participated corporations and schools; as well as the number of corporate partnerships in Hong Kong.
Secondary Objective: More Campaign Partnership
Earth Hour Global is seeking corporate and community organizations to be global partners of the I Will If You Will campaign. We are providing opportunities to showcase the corporate environmental sustainability messages to a greater international audience and demonstrate your citizenship to the wider community.
We would like to increase the number of registered corporations to join the I Will If You Will campaign to increase the public awareness of conserving energy for the planet.
What we want are the influential corporations such as HSBC, Swire, the Emperor Entertainment Group Limited, the Harbor City Company as well as the Body Shop to partner with us.
The requirement for the target corporations: established good reputation; potential influence on people’s lives; power to generate discussion.
What they can bring us: for instance, the Emperor Entertainment will provide us with celebrity ambassadors. The Harbor City will provide with location for major events, the Body Shop is an established anti-animal experiment company already… etc.
We would also like to encourage the existing partners to participate in the Earth Hour and I Will If You Will campaign.
Face to face with the target companies and organizations.
Media Channels include: national press, regional press, TV, radio as well as online social media platforms (Facebook, Twitter, Instagram, Weibo).
Key Message: Dare, Care, Share
To increase the number of corporations to participate in the I Will If You Will campaign. Dare the world, care for the planet and share the experience to inspire more people.
Potential Challenges: Since one of the aims is to raise awareness, it would be difficult to measure and evaluate, however, it will create coverage and conversation if there is more companies participating in the I Will If You Will Campaign. And since it is an annual event, media will not be covering as much as the stories they cover in March. How to make sure the message get across in “Un Earth Hour Seasons” is another question.
Also, if the WWF team up with celebrities, the celebrity will be a potential threat for the reason that it can have negative coverage that will damage the reputation of WWF.
The Creative Approach:
Thinking the most creative ideas for companies to take part in the I Will If You Will campaign in a way to establish good reputation for the companies as well as WWF. What we try to get across is that Earth Hour is not just about the one hour. people should live in an environmental friendly and healthy way, once again, the message is that the environmental protection goes beyond that one hour.
What we expect to see is the creative approach to promote the IWIYW campaign, not only on traditional media such as newspapers and magazines, but also social media platforms such as Facebook and Instagram, and especially on Weibo.
What we would also like is viral videos to generate buzz on the internet in order to promote the IWFIW campaign as well as the Earth Hour project in Hong Kong.
A mobile app on both android and IOS platforms for I Will If You Will campaign.
It will be a 12-month campaign from May 2013 to May 2014.
The launch date for the mobile app will be in May, and the viral video will be in January 2014 to March 2014.
The number of corporate partnerships
The number of companies took part in the I Will If You Will campaign
The number of companies registered for the Earth Hour
The number of increased/reduced percentage of awareness of Earth Hour
The number of press clippings on the print media
The number of press coverage on the online media
The likes and reposts on Facebook, Youtube, Twitter, Weibo, Instagram
The download times of the I Will If You Will mobile app
The evaluation will be finished by the end of May 2014.
What is I Will If you Will ?
I Will If You Will is an Earth Hour campaign to encourage positive action for the environment, beyond the hour. What makes it special is that it empowers you – as an individual or as part of a community or organization – to share your commitment to the planet with friends, family, colleagues, fans or even a whole nation.
The idea is simple. Someone makes a promise to do something if a certain number of people commit to take an ongoing action for the environment, beyond Earth Hour.
The action could be big or small; it might be a simple lifestyle change or maybe something that leads to political change. It might require 10 people to do something, or 10,000. The point is that I Will If You Will allows anybody – from a kid in a classroom to a President of a nation – to become the inspiration to their friends, family, colleagues and communities by sharing what they’re willing to do to protect the planet.
In 2011, we launched the concept of “Beyond the Hour” as a way to help empower our community to do something more than just lights off. We knew that we had to create a campaign to take our movement further, and help mobilize our community to inspire actions big and small that would change the world we live in.
Earth Hour has already shown what one simple idea can achieve, now it’s about showing what someone’s actions can inspire. In 2011, we launched the concept of “Beyond the Hour” as a way to help empower our community to do something more than just lights off.
It wasn’t until 2012 that we really nailed it – I Will If You Will was born last February, and immediately we knew we were onto something. Suddenly, our community – ranging from supermodels to sports stars, CEOs to kids in classrooms – were coming up with fun, creative, quirky, interesting and engaging challenges showing what they’d do if their peers did something for the environment.
In 2012, nearly 10,000 IWIYWs were posted on YouTube.com/EarthHour driving more than 4.6 million people to interact with the challenges and 200,000 to accept challenges on the platform alone. Thousands more expressed commitment through Earth Hour’s Facebook and Twitter communities, as well as an extraordinary level of interactivity through class rooms, radio stations, large corporations, scout groups and even by cartoon characters.
It wasn’t until we stood back and looked at some of the outcomes that came from the campaign that we realized I Will If You Will was already generating real change. In its first year, I Will If You Will achieved some environmental outcomes greater than any of us could have imagined:
It led to legislation in the Russian parliament to better protect the country’s seas from oil pollution
It initiated two huge reforestation projects in Africa
It inspired more than 26 cities in Indonesia to use Twitter to mobilize action across the nation, cementing Earth Hour as the country’s largest grassroots environmental movement.
This year, more than 50 Earth Hour country teams are adopting the campaign, so you can imagine how exciting 2013 is going to be for our movement.”