Earth Hour 2011 launches in Singapore with social media at its core

On holding the global launch in Singapore, Andy Ridley, executive director, Earth Hour Global, said, "Countries in the West have adopted Earth Hour quite well, and now we're focusing on the BRIIC countries. Singapore is at the heart of it all, and it made sense to hold our launch here."

This year, the idea is to go beyond the stipulated Earth Hour on 26 March at 8.30pm, encouraging people to adopt climate-friendly actions, big or small, in their everyday life. An online platform Earthhour.org/beyondthehour allows individuals, governments and organisations to share their actions, showcase and inspire commitments to protect the planet.

Ridley said of the Beyond the Hour platform, “Social media will play a crucial role for Earth Hour 2011, allowing us to connect with millions of people who are committed to taking lasting action for the planet.” The idea is for people to connect seamlessly and share ideas across geographic boundaries, he said.

Leo Burnett, Earth Hour's creative partner, created the global campaign including a TVC, and other initiatives. Several markets will also be creating additional localised initiatives to support the event.

In Singapore, Leo Burnett will be rolling out a locally-developed 60+ iPhone app that allows users to tick off a checklist of earth-friendly actions they have completed. An itinerary of activities has also been planned around Earth Hour in Singapore, including the first 'Earth Hour Night Walk' and a live concert at the Promontory in Marina Bay.

Besides Leo Burnett, Earth Hour’s partners in Singapore include Weber Shandwick, Starcom, SMRT, JCDecaux, Admax, ZoCards, AETN All Asia Network, Mio TV, StrarHub TV and radio stations Power98FM and 88.3JiaFM.