WWF Campaign Earth Hour - Case Study Example

Table of Contents Introduction 2 Purpose of the report 2 WWF Campaign Earth Hour 2 Objectives of the Campaign and WWF 3 Strategy Used 4 Result of the Campaign 5 Strength of the Campaign 7 Weakness of the Campaign 8 Conclusion 8 References 9 Introduction WWF is an organization which has been entrusted with the task of looking after the environment and highlighting issues which has an effect on the habitat. The Earth Hour campaign is an example in that direction which brings forward the notion that all economies need to look towards developing a system which helps to reduce environmental pollution and preserve the world’s natural resources. Through this campaign the world looks to create concern and look towards switching off the appliances which are not required so that the earth can be protected and interest generated towards the well being of all the earth natural resources. Purpose of the Report To identify the objectives of the campaign and find the manner in which it matches with the WWF objective To identify the result of the campaign and the way it has helped to preserve the earth To identify the strength and weakness of the campaign so that similar such campaign helps to fetch better results WWF Campaign: Earth Hour WWF is an international organization which looks towards different environmental issues that the world bodies are facing. The organization looks towards highlighting the different issues and bringing it forward to the attention of the common man. WWF highlighted the climatic issues the world is facing which made people look towards reducing it. This resulted in the start of Earth Hour in 2007 in Australia where more that 2.2 millions turned off their lights to save the world against climatic change (About, 2011). The main objective of Earth Hour is not to create a blackout but to bring forward the fact that when world bodies unite a solution to the climatic changes that the world is facing can be found out (Earth Hour, 2011). This helps to create leadership and shows the concern that people have for the planet and taking a collective stand and step can help to fight the climatic changes. The Earth Hour also states that this raises concern about the changes the world is undergoing and taking the necessary steps helps to protect the natural resources. This provides a direction and guidelines to world bodies that it is important to take steps to curb climatic changes and a collaborative step above all caste and creed will help to sustain the changes. Objectives of the Campaign and WWF Earth Hour helped the world bodies as the objectives and mission of both the campaign and WWF were inclined to each other which helped to ensure that the steps taken were productive. Some of them are as follow WWF objective is to ensure that the pollution level reduces and the world’s biodiversity is preserved. This objective inclined with the objective of the campaign “Earth Hour” as with this campaign steps were taken to ensure that the people on an individual level saved the resources by switching off the lights which wre not required. This helped to reduce the carbons which are emitted in the atmosphere and results in pollution (Kazakova, 2009). The objectives got inclined and made people take steps on an individual level so that the natural resources were preserved. WWF looks to arouse interest and attention about the changes the world is witnessing by changes in climatic conditions. WWF looks towards making people aware about the changes which was witnessed in the campaign “Earth Hour” were individuals on their front took steps to ensure that they contributed towards preserving the changes the world is witnessing (Kazakova, 2009). This is witnessed from the front that 2.2 million people switched off their lights in 2007 and the number continues to grow each year which highlights that the campaign has been able to arouse interest in the minds of the people. This goes with the objective of the WWF and helps to arouse interest among the common people towards building an environment where the earth can be preserved. WWF also look towards preserving the natural resources by taking steps so that it can be used for generations to come and the resources are not consumed. This was matched by the campaign “Earth Hour” as people switching off the lights looked towards saving the natural resources (Kazakova, 2009). This also made people use candles and other things which were natural and had little effect on the environment thereby helping to achieve the objectives. Strategy Used WWF looked towards using a strategy which helped the campaign to be successful and ensured that millions of people year after year joined the campaign. WWF looked towards using the different theory of marketing by using the marketing mix as an approach to fetch the best result. WWF looked towards using a strategy where they concentrated on a single product by looking towards switching off the lights when not required so that less carbons were emitted which helped to ensure that the campaign focused on a single product and the strategy fetched the best result. On the place front WWF looked towards ensuing that the strategy started from Australia and with the passage of time it spread to all the areas around the world which ensured that the coverage was high and provided a huge base of customers. On the promotional front WWF looked to ensure that the Earth Hour campaign tied with different radio channels, media group and other personalities so that the influence on people was high and ensured the same result. On the price front WWF ensured that switching off the lights helped to save carbon footprints and sav the environment (Case Study, 2011). The strategy adopted by WWF helped to create a brand image and people associated with it felt proud of their contribution which immensely helped towards the success of the campaign. Another factor which helped WWF was the fact that it looked towards the social aspect and included social marketing which helped towards the success of the campaign and ensured the best result. Result of the Campaign The Earth Hour campaign was very successful and ensured that more and more people became a part of it thereby speaking about the success of the campaign itself. The campaign helped to provide the following results It helped to increase the base of people supporting it as it started from Australia in 2007 and slowly spread to all the economies around the world. Since, the campaign was driven at the grass root level and looked towards influencing people from all background helped it to succeed (Success, 2010). This is evident from the fact that the customer base grew to 7 million household in 125 cities highlighting the growth of 40% (Case Study, 2011) making more and more people to become a part of the mission The campaign has resulted in the growth of official and un-offical partnership to ensure that the coverage of the campaign increases and more awareness about the impact is created in the mind of the people (Campaign, 2009). This ensured that people using different networking sites spread the message and felt proud as it helped to contribute towards the environment. The usage of technology ensured that the success of the campaign was higher. The campaign has helped to spread awareness and the need to take steps on a united basis so that the natural resources and the earth can be protected. The campaign has ensured that more and more people become aware of the small things which they can do which will help to protect the earth. This can be seen from the fact that an advertising agency received an award as it highlighted the importance of preserving the environment and the manner individuals can contribute themselves (Mahalingam, 2011) The campaign helped to bring the entire world as one and look towards taking different steps which will ensure that the objectives are achieved. This is evident from the different summit which takes place and the centre of discussion is the rising global temperature and the need to save the earth (Case Study, 2011). This has ensured that the world economies consider it as an important thing and takes steps to protect the earth. Strength of the Campaign The Earth Hour campaign has the following strengths The campaign was at the grass root level and included all people irrespective of the caste and creed and holds no boundaries as all economies are now joining it. This is evident from the fact that the customer base grew to 7 million household in 125 cities highlighting the growth of 40% (Case Study, 2011) making more and more people to become a part of the mission The campaign looked towards using the technology to ensure that it was able to penetrate and spread awareness about the campaign. This is seen from the fact that the growth of official and unoffical partnership to ensure that the coverage of the campaign increases and more awareness about the impact is created in the mind of the people (Campaign, 2009). This ensured that people using different networking sites spread the message and felt proud as it helped to contribute towards the environment. The campaign looked towards ensuring that individuals themselves could contribute towards the environment and need not take a big step. The only thing that people had to do is to switch off the lights and equipments which are not required so that less carbon is emitted. This was easily accepted at the round level as it didn’t demand much from the people and doing so was ensuring that they were able to contribute towards the environment. Weakness of the Campaign Despite the manner in which the campaign has progressed it also has the following weaknesses The lack of global rules and acceptance to a common census as there has been repeated failure of “United Nations Climate Change Conference and Copenhagen Summit” (Case Study, 2011) which has resulted in the economies not coming to a common consensus as some gain due to it and loose on the financial frontier. The campaign looks towards switching off the light for a particular period which will have no effect on the carbons being emitted in the atmosphere as the tie span is very low (Climate Change, 2010). This will result in the good intention of the campaign to be defeated as the benefits will not accrue to the objectives WWF were looking to get. Lack of effort from countries to look towards using this campaign and developing a framework which will help to curb the amount of emission being generated in the environment. This has resulted in the campaign to be futile and fetches benefit only for a short duration. Conclusion The Earth Hour campaign has ensured that the world thinks as a single unit and looks towards reducing the amount of carbon emission so that the world can be protected and the environment is better. This will help to preserve the natural resources and will ensure better environment for the future generations. References About. 2011. About Earth Hour. Retrieved on September 20, 2011 from http://www.earthhour.org/about/ Case Study. 2011. Case Study: Earth Hour. Retrieved on September 22, 2011 from http://www.burson-marsteller.com/Innovation_and_insights/Case_Studies/Lists/CaseStudies/DispForm.aspx?ID=91&nodeName=Case%20Studies,2&subTitle=Earth%20Hour%20Campaign Campaign. 2009. Global Warming: Earth Hour campaign Launched. Retrieved on September 22, 2011 from http://www.indianexpress.com/news/global-warming-earth-hour-campaign-launched/432203/ Climate Change. 2010. Earth Hour will not curb carbon emission. Retrieved on September 22, 2011 from http://www.telegraph.co.uk/earth/environment/climatechange/7527469/Earth-Hour-will-not-cut-carbon-emissions.html Earth Hour. 2011. Earth Hour. Retrieved on September 20, 2011 from http://www.earthhour.org/FAQ.aspx Kazakova, K. 2009. Environmental Campaign Construction & Symbolism: In the Case of WWF’s Campaign- Earth Hour. Retrieved on September 20, 2011 from http://stud.epsilon.slu.se/394/1/kazakova_k_090719.pdf Mahalingam, E. 2011. Earth Hour 2009 campaign results exceed expectations. Retrieved on September 22, 2011 from http://biz.thestar.com.my/news/story.asp?file=/2009/10/16/business/4913067&sec=business Success. 2010. 20 reasons why Earth Hour social media has worked so far. Retrieved on September 22, 2011 from http://www.jjprojects.com/2010/09/20/20-reasons-why-earth-hour-social-media-has-worked-so-far/ Read More