Marketing WWF's Earth Hour

Social media and traditional media are helping the World Wildlife Fund to promote Earth Hour on 19 March. The idea is to switch off the lights from 20.30 to 21.30 and go social to support sustainability.

This worldwide effort, which began in Sydney in 2007, increases awareness of our role in protecting the planet's precious natural resources, not just wildlife.

The social media campaign by WWF UK includes:

• #PassthePanda and #EarthHourUK hashtags to encourage participation on Twitter, Facebook and other sites
• YouTube videos
• Incredible nature photos on Instagram
• Pinterest posts
• A Facebook app to 'donate your social power' by posting about local environmental issues and sharing information with people in other areas

Traditional media marketing by WWF includes an unusual and engaging advert to attract attention and encourage participation. Other groups are joining the campaign. The Sustainable Restaurant Association's members will serve dinner by candlelight during Earth Hour, for instance.