In December 2006, Sydney pledged to turn out the lights for one hour in March 2007, to show the world what can be achieved if consumers and businesses work together.
Corporate 1 - Earth Hour

INSIGHT

WWF-Australia charged Red with spreading the message. Red developed a comprehensive media relations campaign to raise awareness across all levels of Sydney society from the CBD to Penrith to Cronulla, north to Hornsby and throughout the East.

DELIVERY & EXECUTION

The PR programme was also designed to influence big business, city workers, students, sports fans, music lovers and everyone in-between. Red worked in close collaboration with all partners including Fairfax Media, WWF-Australia and Leo Burnett.
The Red Agency Earth Hour mantra – change attitudes and actions will follow.

RESULTS

• The noise of darkness was heard far and wide – media in the UK, Italy, China, USA and countries from all corners of the globe applauded Sydney’s approach.
• Local media support was massive with blanket coverage in newspapers, on TV, radio and online generated through the close collaboration of Red Agency and the WWF-Australia press office.
• As a result, Red Agency was awarded the PRIA National Golden Target Award 2007 in the Environmental Category for its work on Earth Hour.