Client: Fundacja WWF
Brief: Promote the idea of Earth Hour and the theme (2015-2020). Maintaining information in the media space throughout the month of March until the Earth Hour finale on 24 March.
Successes:
- 826 publications in reach, opinion-forming media – Fakty TVN, Polsat News, Gazeta Wyborcza, Onet.pl (2019).
- Record number of signatures on a petition to the President for a law protecting porpoises in Poland – over 100,000 signatures (2015).
- 98 cities involved in the lights out campaign, the most of any previous edition (2019)
- Estimated reach of the campaign exceeded 12 million (2018).
- Collaboration with the client for the 6th consecutive editions of the campaign between 2015 and 2020.
Challenges:
- Getting the public interested in environmental issues.
- Inspiring media attention throughout the month.
- Lack of media availability of the Ambassador – Marcin Dorocinski.
Description:
The Internet was in an uproar after Marcin Dorociński posted a video on his social media profiles showing fans a completely destroyed house. It was a preview of the WWF’s Earth Hour social campaign under the slogan ‘You are destroying your home too’, which was intended to draw attention to everyone’s contribution to the destruction of the planet.
Activities:
- Media relations – conduct extensive media teaser campaign to promote the campaign, including the development of creative factual material arguing the campaign idea in light of PR activities (‘home destruction protocol’ in 2019).
- Regional editorial meetings – the journey of the ‘Carpathian 5’ – mascots, endangered Carpathian species or porpoise mockup around Poland.
- Planning and establishing scenarios for media meetings with local authorities of the largest Polish cities.
- Numerous happenings in Poland’s largest cities with the participation of WWF and project ambassadors.
- Organisation of media finals of the WWF Earth Hour campaign in Warsaw.
- Official handing over in the Presidential Palace the appeal signed by Poles to the President.