1. Public Relations Campaigns: WWF’s Earth Hour Campaign Week 7 COMM 1057 Public Relations Theory and Practice See Notes View for more detailed explanation

2. http://www.youtube.com/watch?v=zunS8YESp1Q

3. Earth Hour – Aims and Objectives To highlight global warming solutions To encourage involvement across all levels of society to address global warming – government, business, individuals Specific objectives – Maximise the reach of Earth Hour messaging through media, corporate communications teams and broader community groups – Stimulate a strong call to action to key community influencers to take part in Earth Hour – Position WWF as the leading environmental solutions organisation

4. Earth Hour - publics Commercial office buildings Business sectors – Government/councils – Finance/insurance – Property/construction – Energy – FMCG – Retail – Professional services – Travel/tourism Other sectors – Sport – Arts/culture/music – Schools – Community groups

5. Messages “Everyone in Sydney can join the fight against global warming. Turn off your lights for just one hour. Earth Hour” To the public “When the impact of fluorescent lighting on the environment is evident, why are office building lights left on when building are empty?” To businesses “We are serious about reducing global warming” To the world

6. Earth Hour – selection of media Teamed with media organisations – print, television and radio Targeted – News/feature writers – Picture editors – Social writers – Environment/science media – Education media – Breakfast/current affairs television Internet – – Domain Energy House (http://www.domain.com.au/earthhour)http://www.domain.com.au/earthhour – Blogs – Myspace, Flickr, You Tube…

7. Earth Hour – tactics I Use of celebrities – Photo opportunities with T-shirts Interviews for WWF spokespeople and high profile supporters Media releases Pre-recorded sound bites for radio Earth Hour Education packs – media stories for launch Media packs – one week prior to event Publicity plan for ambassador’s walk from Brisbane to Sydney

8. Earth Hour – tactics II Maintaining a story database to capture and track PR opportunities Providing tools and messages for businesses’ corporate affairs and communication teams Promote through community events Media coverage of launch Domain Energy House RSVP Speed Dating in the Dark Media conference and photo call on day of event…

9. Earth Hour - evaluation Poll undertaken by research firm and statistics from Energy Australia to assess how many residents took part Number of registrations exceeded expectations 36% of ASX 100 businesses committed Anecdotal evidence Went global in 2008.