1.4 / WHAT MAKES EARTH HOUR UNIQUE
ENGAGING
WWF started Earth Hour to engage
a mass audience to stand behind
environmental issues.
MESSAGING
We have proven that people do, and will,
care about protecting the planet if the
message is communicated in a way that
is positive, hopeful and inspirational.
POSITIVE
From the beginning, it was decided that
Earth Hour would run on hope and not
fear. Earth Hour should never appear
to be aggressive or use scare tactics in
communication.
CELEBRATION
Earth Hour is a symbolic celebration.
It is a street party, not a street protest.