Creative Strategic Communications: A Case Study of Earth Hour

Abstract

This article examines how Earth Hour used creative strategic communication to scale up a local community event to a global event promoting climate change. Developed and run as a World Wildlife Fund (WWF) project in Sydney, Australia, Earth Hour was launched in 2007 as a symbolic “lights off” event. Five years later, 152 countries and over 6,895 towns, cities and municipalities have participated in this “global display of climate action.” Using a case study approach, this article discusses the key elements of Earth Hour's campaign development and raises questions on the impact and sustainability of single events in changing behaviours.

Acknowledgments

The author wishes to thank Mr. Andy Ridley and Ms. Jaya Myler of Earth Hour Global.

Notes

¹The Earth Hour Global office in Sydney has a regular staff of seven whom Ridley hired for their communication expertise. During the months before and after Earth Hour, the staff increases to 12 including volunteers.

²BRICs countries refer to emerging economies Brazil, Russia, India, and China.

³The other media include public media, controlled media, interactive media and one-on-one (Hallahan, 2010, pp. 623–644).