WWF: Things To Do In The Dark

Problem

Earth Hour is a global WWF initiative encouraging people to switch off their lights to save energy. But with Earth Hour now in its fourth year, it’s fair to say the novelty has worn off.

Solution

We gave South Africans THINGS TO DO IN THE DARK. Instead of asking people to stop what they were doing and switch off, we invited them to have some fun. Across the country, WWF teamed up with partners to organize events with things for people to do in the dark. A Facebook tab helped the public find THINGS TO DO IN THE DARK in their city or at home and a print, banner and TV campaign encouraged the public to join in the fun.

RESULTS

On the 23rd of March 2013 at 20h30 South Africans switched off their lights not because they had to, but because they wanted to.

Over 94 000 people viewed our Facebook page.

#thingstodointhedark was trending on twitter in South Africa.

And most importantly, we helped save 45% more energy than last year’s Earth Hour.

 Creds

Agency: Ogilvy & Mather Cape Town
Client: WWF
Project: Earth Hour
ECD: Chris Gotz / Jacques Massarado
Creative Director: Prabashen Pather
Art Director: Katie Mylrea
Copywriter: Kelly Tomes
Production House: Platypus / Ian Chuter
Facebook Tab: Supernice
Producer: Anthea Beylis
Illustrator: Michelle Baron