WWF urges Hongkongers to curb consumption for Earth Hour

Green group WWF is running a commercial to promote the next Earth Hour in Hong Kong, an annual event to raise environmental consciousness around the world.

The 30-second spot, created by ad agency Answer Mark, calls on Hongkongers to put an end to environmentally destructive consumption, such as eating shark’s fin soup or buying a second car, and sign up to take part in Earth Hour on the event’s website

The event, which is said to be the world’s largest collective environmental action, is to take place on Saturday 29 March at 8.30pm, local time in participating cities. Hong Kong is the tenth city of more than 7,000 to power down.

This year, Earth Hour is to be led by a super hero ambassador for the first, with the cast from Amazing Spider-Man 2 leading the switch-off from Singapore, where the event will be coordinated.

Earth Hour is the brainchild of ad agency Leo Burnett Sydney and WWF. It launched in Australia in 2007, and now take place in 152 countries. However, last year, political activist Bob Geldolf raised hackles among an audience in Sydney when he said that no one had heard of Earth Hour outside of Australia.

Advertising for Earth Hour has changed tack in Australia to sustain interest in recent years. In 2011, Leo Burnett Sydney used humour for the first time to give it a new lease of life.


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