In Sydney, Australia, Leo Burnett has teamed up with the World Wildlife Fund and Fairfax Media, owners of the Sydney Morning Herald newspaper and Fairfax Digital, for "Earth Hour." For 60 minutes at 7:30 p.m. on March 31st, they are asking the business community and citizens of Sydney to turn their lights off. The goal is to cut the city's carbon dioxide pollution by 5% in 2007.
In addition to the TV spot, WWF, Leo Burnett and Sydney PR firm Red Agency have rolled out a full arsenal of promotional weapons utilizing online, radio, print and events to get the word out among Sydneysiders. (And yes, though it sounds like a fictional sing-songing street gang from a fictional musical, that is what the residents of Sydney are called.)
So far, more than 100 city-based companies have agreed to participate, making it the largest corporate involvement in an Australian climate change event.Mayor Clover Moore has announced that the world famous Sydney Harbour Bridge and Opera House will be going dark in support. And university student Sara Bishop is walking from Brisbane to Sydney – a tad further than strolling from Manhattan to Detroit -- to raise awareness of Earth Hour and the threat of global warming.
Check out EarthHour.org for more info, then bring those lights down low.