Earth Hour is a worldwide movement organised by the World Wide Fund for Nature (WWF).The event is held annually to encourage individuals, communities and businesses to turn off non‐essential lights for one hour as a symbol of commitment to the planet.
Our objective was to encourage this behaviour change, asking our audience to switch off their lights for Earth Hour. It was key for the WWF that people linked this event to them.
Earth Hour would mark its 10th anniversary in 2017. More Brits had been joining in each year and this year's event was set to be bigger than ever. Trinity Mirror had supported them in 2016 but wanted to create a campaign even bolder than before. Our big challenge was that 8.30pm on a Saturday is the must‐see TV moment of the week for our telly-obsessed audience – hardly a time they'd be thinking about switching off. So we needed to snap them out of their routine viewing.
We encouraged our readers to make an appointment with Earth Hour by disrupting our popular editorial assets to grab their attention, urging them to switch off the TV and the houselights instead of switching on their favourite shows. Not only would this be more intrusive than ever, we'd take it across our whole portfolio of titles.
This meant editorial integration into highly relevant real estate, focusing on our TV listing pages. In our We Love TV magazine, we named Earth Hour as the TV pick on Saturday night, and placed a disruptive strip across the listings at 8:30. We also named Earth Hour as Saturday’s TV Choice in the Sunday Mirror’s supplement, Notebook. In the Daily Mirror on the previous day we ran a weather map that plunged the UK in to darkness, getting across the ‘lights off’ message.
The reach of our regional portfolio was invaluable, allowing us to drive engagement by providing locally relevant information for readers. Full page native articles in 29 of our regional and local titles boosted awareness and explained how people could get involved.
Digitally we ran bespoke interactive MPU & billboard ads, featuring a live countdown that told the user how long there was left till Earth Hour, urging them to turn off when the countdown was up. Further online native content included a digital version of the weather map and hyper-local pieces, as well as a round up article of the entire event. Our social feeds covered the event as it unfolded around the globe.
- Across the 8-day campaign, we created powerful and highly contextually relevant activity across print, digital, native and social channels, helping to deliver mass awareness of Earth Hour 2017
- Based on our bespoke ARQIVE research, we know that the hyper-local print content outperformed editorial benchmarks in recall (63% as opposed to a 56% benchmark) and shareability (40% to 33%). 54% of our readers said the feature made them feel like Earth Hour is a worthwhile cause, with 43% agreeing that our content gave the impression that Earth Hour is a big, national event. 22% claimed to have joined in and turned off their lights
- Not to mention, we received some great feedback from our readers too;
“Excellent. Really good to see the paper taking this up as an issue”
“I wasn’t aware of Earth Hour but now I think it’s a good idea and a great way to get people thinking about their energy consumption”
“Impactful, got the message across and was relevant to us here in Wales”