Earth Hour, WWF
Creating a multi-media movement that ignites dialogue, and urgent action around the climate crisis in India
Earth Hour is a global movement by World Wildlife Fund, mobilising action and awareness around the climate crisis across the world. Individuals, businesses and cities in 188 countries and territories come together to switch off lights for one hour in solidarity for the planet, and to also spark urgent action and dialogue on mitigating impacts of climate change and environmental conservation as a larger whole.
As one of the fastest growing and youngest economies in the world, India faces a host of environmental and socio-economic challenges. The Earth Hour campaign needed to transcend the message and call to action of ‘switch off the lights’, in India. Every year the campaign invites enthusiastic participation from different parts of the country, however, various focus group discussions consisting of experts and conservationists; as well as results from a nation-wide survey pointed to the need for a more actionable, solution-oriented approach, to up the ante.
As part of the campaigns team at WWF, I worked towards developing a India-specific strategy to supplement the global guidelines. The campaign was also seen as an opportunity to introduce solar alternatives in major cities and towns, by connecting vendors to consumers through Earth Hour Fairs, piggybacking on the popularity of the campaign in India.
The challenge was to craft a relevant, adaptable and powerful strategy; to deliver coherent and agile look and feel and messaging across national and regional manifestations of the campaign. The message was simple—Switch off + Switch to Renewables. I developed a visual language and iconography to help communicate the idea of renewables, and also built design assets for on-ground activation events, the web and social media. Apart from strategy, digital marketing, and branding, I contributed to event planning, coordination and production of mobilization and engagement events across various Indian cities, in the form of Green Fairs, press conferences with celebrity ambassadors and all hallmark events.
This project with its live nature formed part of my thesis in Communications Design at Nottingham Trent University. The fact that printing large areas of complete black is ecologically wasteful, probed me to experiment with an alternative visual style.