Early last week, Earth Hour's 2011 TV commercial began sweeping the globe with a call for people everywhere to take action for our planet and switch off their lights for one hour at 8.30pm on Saturday 26 March.
But Earth Hour 2011 – and its people-powered TVC - comes with a big plus this year and encourages everyone to go ‘beyond the hour’ by doing something that has ongoing benefits for the environment.
“The concept behind the ad goes along with the idea of Earth Hour, of people coming together to achieve a unified goal. The ad itself involved over 100 people coming together to form various images that pertain to Earth Hour,” says commercial director Greg Jardin:
“We have the image of a globe, we have the image of a bike because this year is ‘Earth Hour Plus’, so in addition to people turning off their lights, people are encouraged to do one other thing to save the environment - so in this case it’s ride their bike to work,” he added.
Developed by the creative minds at Leo Burnett and produced by Radical Media, the ad’s over 100 Earth Hour volunteers illustrate that every pixel counts – quite literally.
(WWF International Website, 2011)
The Earth Hour is surely a big worldwide event; great in theory, but I am not sure if it has a strong feedback in practice. Unfortunately this is the example of radical changes in people. You cannot turn off the light drastically, but you have to make a small little change that can change people’s wrong behavior.
Many countries for instance have already started several plans to change all the light bulbs in commerce from incandescent to eco-friendly.
Since September 1st 2009 Europe (Ireland?) has started to say goodbye to the incandescent light bulbs to be replaced by the high-energy efficiency ones.
Changing to HEE or LED lighbulbs will save worldwide around 46 billions of electricity and 239 million tons of CO2. In Europe we will save about 10 billions in electricity and emissions will be reduced of 38 million tons. (2009, e-gazette.it).