Wednesday, March 21, 2007


The Issue
Climate change is the most significant threat to life on Earth. One way to slow the current rate of global warming is to get each individual to make small adjustments to the way they live. To achieve individual change we need to demonstrate how simple and easy the changes are.

The solution
An event that gets full community involvement in a simple action that will make a difference. WWF-Australia and Fairfax invite all Sydney households and businesses to turn off their lights for one hour at 7.30pm on 31st March 2007 – this is Earth Hour.

Earth Hour has the full support of the Premier of NSW, the Lord Mayor of the City of Sydney, and all city and emergency services.

The Objectives
- Get as many individuals, households and businesses as possible to turn off their lights as a symbolic statement about the greatest contributor to climate change (coal-fired electricity)
- Educate the community on the threat of global warming and what each individual can do to make a difference in their day-to-day activities to reduce their emissions
- Get corporate participants to communicate Earth Hour through internal and external channels and commit to turn off their lights on the night
- Provide precedent for an annual event and seek involvement from other cities across Australia and around the world
- Measure the change in Sydney’s greenhouse gas emissions, aiming for a 5% reduction in the year following Earth Hour.

The Message

Commercial Sector
If Australia’s commercial sector turned off lights when buildings weren’t in use and combined this action with other cost effective technology they could reduce lighting emissions by 70%, this would save 2-4 million tonnes of greenhouse gas emissions. Earth Hour aims to show these companies how easy and cost efficient these changes can be through case studies of companies that have already achieved massive reductions in their emissions. Earth Hour is working with 3CBDs, a City of Sydney initiative which aims to reduce the climate change impact of office buildings.

We want each individual to understand that electricity consumption is a direct contributor to global warming and that small actions by every individual can make a big difference. When households sign up to take part in Earth Hour they will receive a pack with all the information and tools they need to cut their emissions (and their energy bill).
If all Australian households simply turned off unused lighting and appliances on standby at the power point it would reduce Australia’s emissions by at least 5 million tonnes per annum.

The Facts
- 69% of Australia’s greenhouse gas emissions come from energy production (CSIRO)
- October 2006 was by far the hottest October on record for NSW with the state wide average maximum temperature more than 3.2ºC above the historical average of 24.4ºC (records since 1950). Australian Government- Bureau of Meteorology
- By 2100, up to 15,000 Australians could die every year from heat-related illnesses and the dengue transmission zone could reach as far south as Brisbane and Sydney if we continue to allow [greenhouse gas] emissions to increase. (Australian Medical Association).


Leo Burnett: Management
Nigel Marsh – Chairman
Tim Castree – Managing Director

Leo Burnett: Planning
Todd Sampson – National Planning Director

Leo Burnett: Creatives
Mark Collis – National Creative Director
Michael Spirkovski – Creative Group Head
Grant McAloon - Senior Copywriter

Leo Burnett: Account Service
Hazel Livingstone - Group Business Director
Jodi McLeod – Business Manager
Sam McGown – Business Manager

Leo Burnett: Production
Paddy Morahan – Creative Services Director

Leo Burnett: Traffic
Michelle Palmer – Traffic Manager

Leo Burnett: TV
Adrian Shapiro - Agency Producer

Cherub Pictures
Justin Kurzel – Director
Pip Smart – Producer
Maggie Lake – Production Manager
Stella Drivas – Production Assistant
Anna Howard – DOP
Paul Shakeshaft – Camera Assistant
Claire Atkins – Clapper Loader
Paul Booth – Gaffer
Jack Whiddon – Props Buyer

Leo Burnett: Earth Hour Brand
Michael Spirkovski – Creative Group Head
Grant McAloon – Senior Copywriter


Anonymous Anonymous said...

Oh good, I was wondering who the clapper loader was on that spot.

3:09 PM  
Anonymous Anonymous said...

Mr. Anonymou 3;09pm... that loader and all other tech crew worked for free. FREE. It's a simple credit that deserves a little praise. Not hard eh.

7:56 AM  
Anonymous Anonymous said...

Earth Hour? Oh dear, what a load of crap. Meaningless, utterly meaningless. But gosh, it will make a lot of super energy wasters feel good about themselves, which is what it's all about in the end, right? Advertising has always had its fair share of wankers, but now they're a major majority.

3:21 PM  

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