The paper "Earth Hour Event Headed by the World Wide Fund for Nature" is an outstanding example of a marketing case study. Earth hour refers to a globally recognized event headed by the World Wide Fund for Nature (WWF). The WWF designated every last Saturday in March of every year to mark the celebration of the Earth Hour. In this regard, the event occurs annually to persuade societies, corporations, people and governments to put-off their unnecessary sources of lighting (turn-off non-essential lights) for a span time of one hour between 8.30 PM and 9.30 PM of the given local time zones.
The event marks the commitment of the people on protecting the well-being of the planet, specifically on the issue of the environment. It is an event that traces its roots in Australia, whereby, it started off as a lights-off event in Sydney back in 2007. It has grown eventually to include more than 200 countries around the world characterized by the incorporation of over 7000 towns and cities in the event. The event in current years engages a considerable section of the world’ s mainstream society on a wide range of environmental concerns.
Based on this statement, the one-hour span represents not only the span of the whole event but also the key symbol of the whole event. The symbolic nature of the event differentiates it from the all-new digitalized Earth Hour Blue outsourcing event. The Earth Hour event aims at encouraging people to take the initiative of more than turning off the lights and safeguarding the well-being of the environment (Almlund, 2012, p. 33). Timeline After discussing on the way forward of involving Australians on the climate change issues since 2004, the WWF held the first Earth Hour event in 2007 on the last Saturday of March.
It took place in the Australian city of Sydney at 7.30 pm. San Francisco in the U. S held its ‘ Lights Out’ event on October the same year but decided to rally behind Australia in 2008. Diagram1: the Sydney Bridge and Opera House in 2007 event (courtesy of earthhour. org) In 2008, the event went global with the participation of 400 cities in 35 countries and represented by 5 continents. Diagram 2: the overview of Sydney in 2008 event (courtesy of earthhour. org) Diagram 3: the Colosseum in 2008 event (courtesy of earthhour. org) It was held on 29 March between 8.00 pm and 9.00 pm.
It was marked with support from various TV stations and Google. In 2009, the event was held on 28 March from 8.30 pm up to 9.30 pm. It involved 4,159 cities from 88 countries. The first-timers included the UN and Philippines, among others. Several songs were composed to celebrate the event coupled with support from TV stations and Radio stations.
In 2010, it was held globally on 27 March from 8.30 pm up to 9.30 pm with an exception of Israel that celebrated the event on 22 April the same time. It was celebrated by 126 countries and recorded the largest participation since its inception. Diagram 4: Azrieli center in Tel Aviv in 2010 event (courtesy of earthhour. org) In 2011, the event recorded 5,251 cities in 135 participating countries of the 7 continents. Some of the notable landmarks that participated include the Eiffel Tower and Table Mountain among others (Baker, 2012, p.
115). Diagram 5: the Golden Gate Bridge in 2011 event (courtesy of earthhour. org)
Almlund, P 2012, Rethinking climate change research clean-technology, culture and communication, Ashgate, Farnham, Surrey, England.
Baker, M 2012, Before the lights go out: conquering the energy crisis before it conquers us, John Wiley & Sons, Hoboken, N.J.
Carroll, AB & Buchholtz, AK 2012, Business & society: ethics, sustainability, and stakeholder management (8th ed.), Cengage Learning, South-Western, Australia.
Castells, M 2009, Communication power, Oxford University Press, Oxford, UK.
Oosthoek, J & Gills, BK 2013, The Globalization of Environmental Crisis, Taylor and Francis, Hoboken.
Pearse, G 2012, Greenwash: big brands and carbon scams, Black Inc, Collingwood, Vic.