WWF runs an Earth Hour campaign every year, where they request the community at large to participate in the cause by turning off their lights for about an hour on the last Saturday of March. The reason WWF has been trying to establish this ritual from grounds up is to inculcate a sense of responsibility on an individual level, hoping to bring about a bigger change towards nature conservation as a collective effort.
Over the years, WWF has struggled to promote this concept of celebrating Earth Hour in Pakistan, as it successfully does in other countries. Why? Because people usually get away on the argument that Pakistan already faces major electricity load shedding issues. This year a Lahore based digital agency startup, “Viral”, took the charge of getting the job done for WWF.
They came up with a concept, “Iss Saal Mein Bhi” (This year, I’m in), and avoided the typical “turn of your lights for one hour appeal,” and instead asks people to pledge a commitment to conserve and protect the environment. The campaign involves an on-ground activation at major universities across Pakistan, a series of online videos, a collection of pledges with the help of DCO’s and an upcoming event on the 29th of March 2014, to mark Earth Hour this year.
Yet to see how the campaign unfolds, and how many people will pledge.
