Ad Nut
Feb 25, 2016

Donate your social power to Earth Hour

From Singapore: ‘Donate your social power’ / ‘The future starts now’ for WWF Earth Hour by Iris Worldwide

Donate your social power to Earth Hour

It’s that time of year again for Earth Hour, an annual event by WWF which strives to raise awareness and urge people to stand for climate action.

The event will take place on Saturday 19 March at 8:30 pm, and social-media users can promote their commitment to the planet by donating their Facebook feeds to spread awareness and action on climate in a few clicks on

Users can also add a custom-made Earth Hour filter to their profile pictures on Facebook and Twitter to show they care.

This year also features a new addition to the mix, a ‘Donate Your Social Power’ Facebook app, created by Earth Hour in collaboration with creative agency Iris, supporters around the world can share climate information that matters most to them.

According to a statement, friends and followers can discover how people and communities are helping protect #PlacesWeLove in Australia such as the World Heritage Forests in Tasmania and the Great Barrier Reef or how they can be a part of India’s ambition to #GoSolar.

Luke Nathans, CEO (APAC), Iris said the world has changed since the first Earth Hour in 2007. 

“Social media is now the biggest driver in awareness and we needed to find a way to engender participation that would help drive real climate action,” he added.

Ad Nut is ever the cynic, so will raise a furry paw in salute to the organisation for embracing the whole armchair activist thing, and really taking it to the next level.

Ad Nut has observed that many humans are enthusiastic about the appearance on being on the right side of noble causes on social-media platforms, especially if it requires minimal effort for maximum likes.

The most interesting element in this year’s campaign is the Facebook app, and Ad Nut would love to offer readers a more comprehensive review of it—except Ad Nut can’t quite locate the blasted app.

But hey, it could be just a squirrel thing, after all, not much call for tech-savvy furry creatures in Ad Nut’s neck of the woods.

Earth Hour and Iris have also created an awareness film that explains how our actions today can spark change that will be felt for decades to come.

Ad Nut thinks it’s a nice enough film, high production quality with the right amount of dramatic tone and not-quite-overused-yet concept of reverse aging coupled with the classic cause and effect proposition.

Agency credits (film):

Creative agency: iris (Singapore)
Regional ECD APAC: Grant Hunter
Creative group head: Cheng Shu Yau
Copywriter: Pearlyn Ong
Account team: Luke Nathans, Ross Henderson, Grace Lee
Production company: Firecracker Films
Director: Jeremy Groman


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