Earth Hour 2014

Earth Hour 2014 proved that it is possible to both grow and deepen participation in the Earth Hour brand. Key achievements included: 

- First ever increase in participation over the previous year’s participation rate. AMR research shows participation increased from 28% of Australia (2013) to 32% of Australians, representing a 14.3% year-on-year increase;

- 500% increase in community Earth Hour events, from 220 events in 2013 to 1106 events in 2014; 

- 210% increase in media coverage of Earth Hour, valued by iSentia as worth over $5 million; 

-Free advertising worth $1.56 million over TV, radio, outdoor and digital; 

-The first ever Earth Hour documentary and music video spread the message in a new and fun way. The documentary reached at least 300,000 people on TV, in schools and at Earth Hour events and the music video received radio play and has been viewed over 65,000 times on YouTube;

- Major family event at Manly beach with 2000 local residents attending; 

-7000 schools downloading Earth Hour curriculum resources and a network of highly engaged teachers, in partnership with Cool Australia and the Australian Youth Climate Coalition

- Web traffic and social media reach massively increased due to new partnerships with Twitter, Boom Media & new internet celebrity ambassadors including Natalie Tran, the Axis of Awesome & Elissa Sursara. For example, we increased Facebook fans from 35,000 to 45,000 and held Earth Hour’s first Twitterstorm.