[greenon-l] Hats Off to Earth Hour

[CCO]

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April 1, 2008


Hats off to Earth Hour


It's fascinating reading all the griping and sniping about Earth Hour,
mostly around whether or not it has any significant impact and why it didn't
challenge us all to go deeper.

But hey, we just witnessed (and likely participated in) the biggest
environmental event the world has ever seen. The initial estimates run up to
100 million people worldwide. Yes, it was the eco equivalent of the world's
largest human wave, but by comparison the Live Earth concerts pegged only a
mere 1 million people as concert-goers. Both events were equally successful
in garnering media attention and raising public awareness around the globe,
but Earth Hour just blew away all previous records for mass participation in
an environmental event.

As one whose focus is on movement-based social marketing and eco campaigns,
I truly have to say I am in awe of what Earth Hour accomplished.

That said, let me offer my perception of the design weakness of Earth Hour:
it is unconnected, save to the World Wildlife Fund.

To be effective, "simple action campaigns" must not only achieve widespread
participation, they must also support the development of deeper action,
either through policy action or by building capacity.

Our Doors Closed <http://www.weconserve.ca/doorsclosed/>  campaign was
designed to promote a simple action - close your door when running an air
conditioner. It also supported three retail conservation programs that could
help stores and restaurants make an even deeper commitment to conservation.
And it provided municipalities, retail associations and community groups
with material they could incorporate into their own activities. Awareness,
simple action, deeper commitment and capacity building all rolled into a
single positive social marketing campaign.

We have far too many simplistic public awareness campaigns at a time when
public awareness has never been greater.

If Earth Hour is to happen again next year, and I for one think it should,
there are a few fine-tuning tweaks that would make it an even better
campaign:

1.	9:00 o'clock, not 8:00 when the sun is still setting.
2.	On or around April 22nd to link Earth Hour with Earth Day.
3.	emphasize the symbolic celebration of our commitment to the planet
(as opposed to the actual one-hour savings)
4.	link the symbolic commitment to deeper commitments. This applies to
policy inititiatives as well as to voluntary measures by businesses,
municipalities, and individuals.
5.	Make it shareware, in particular to encourage donations to local
groups involved in promoting or delivering climate change solutions

Earth Hour was the right event at the right time this year. It clearly
struck a chord with governments, businesses and people the world over. But
listen to the voices of the critics. and just about everyone I've talked to
had something critical to say (we are hard to please aren't we).

My advice is simple, and yet difficult to heed: Think like a movement. 

 

 Chris Winter

 Executive Director

 The Conservation Council of Ontario

 



 www.weconserve.ca

 

 

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