WWF-Canada breaks Earth Hour campaign
WWF-Canada has begun an advertising campaign for its "Team Earth Hour" initiative, which encourages consumers to turn off their lights for an hour on March 31 as a symbol of a commitment to oppose climate change. The campaign, developed by John St. of Toronto, includes television, online, radio and print advertising, as well as street promotion and social media activities. The campaign encourages consumers to submit lyrics for a campaign theme song via the organization's Facebook page. The song will then be performed live at an event in Toronto on March 31. "Taking part in Earth Hour is the easiest thing in the world to do," said Stephen Jurisic, co-creative director at John St. "You just need to turn of your lights for an hour. So we thought if we treated it like a real tryout, it would show just how easy it is to join this team." French-language adaptation of the campaign was handled by Headspace.