WWF Canada conducts Moment of Darkness campaign
By Adnews Staff
Environmental organization WWF Canada has begun an Earth Hour 2014 campaign called "Moment of Darkness." The campaign, developed by John St. of Toronto, encourages consumers to reflect on climate change and other environmental issues on March 29 between 8:30 and 9:30pm. The campaign makes use of a website at MomentOfDarkness.ca. The site features a collection of videos in which various people describe what they will be thinking of during Earth Hour. Participants include William Shatner, Jason Priestly, Roberta Bondar, Raine Maida, Jill Barber and others. The site also invites visitors to submit their own videos on the subject. The campaign also includes television and radio advertising.
"This year we thought it made sense to use the hour to reflect on what is happening with climate change," said Stephen Jurisic, executive creative director at John St. "The gesture of turning off the lights will hopefully be even more of a symbol, a call to action."