Marketing Idea No. 225 – Earth Hour and the desire to take issues head on

Earth Hour started in 2007 in Sydney, Australia when 2.2 million individuals and more than 2,000 businesses turned their lights off for one hour to take a stand against climate change. In 2008, Earth Hour had become a global sustainability movement with more than 50 million people across 35 countries/territories participating. Global landmarks such as the Sydney Harbour Bridge, CN Tower in Toronto, Golden Gate Bridge in San Francisco, and Rome’s Colosseum, all stood in darkness, as symbols of hope. In March 2009, over 4000 cities in 88 countries/territories officially switched off to pledge their support for the planet.

On Saturday 27 March, Earth Hour 2010 became the biggest Earth Hour ever. A record 128 countries and territories joined the global display of climate action. Iconic buildings and landmarks from Asia Pacific to Europe and Africa to the Americas switched off.

And the best things about this initiative is that its not an isolated act, rather the harbinger of a new emerging trend. Its a trend where human beings are slowly but surely becoming more conscious and active about tackling overwhelmingly big social and political issues with their seemingly insignificant resources pulled together. To tell the long story short, we are not skeptic and afraid anymore. We feel with enough small hands put side by side, we can move mountains.

The brand builders looking for an emotional space and connect over and beyond the mere functionalities, take notice.

The best advice for your brand right now is to become a vigilante. If you cant start a movement, try associate with one.

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