World Wildlife Fund brings some cheerspiration

The non-profit organization is promoting Earth Hour with a multi-platform campaign that features an increased push through digital and social channels.
Team Earth Hour

The World Wildlife Fund is encouraging Canadians to turn off their lights with a new national campaign to promote the upcoming Earth Hour on March 23.

Targeting children and adults, the “Team Earth Hour” campaign features media by Starcom MediaVest Group and creative by John St. It relies on donated media, including TV spots that have run during The Bachelor on City, digital ads on CTV.ca and Huffingtonpost.ca and digital OOH. Rounding out the media strategy are radio and print spots, as well as a heavy social media presence on Facebook and Twitter.

The new video creative features Team Earth Hour, a cheerleading squad that assembles to lend Canadians some “cheerspiration” and provide them with information about the benefits of Earth Hour.

Jill McDonald, strategy manager, Starcom MediaVest Group, tells MiC that the objective of the campaign was to use multiple channels to boost participation in regions where it has dwindled in past years.

She adds that the campaign for the event, which started in Canada in 2008 and saw landmarks like the CN Tower turn off their lights, differs from previous initiatives because it relies more on digital advertising to further spread the message and drive to its social media channels, which host information about Earth Hour and all of its upcoming events.

The campaign will run until Earth Hour.