Fundacion Vida Silvestre Promo, Case study TURN OFF YOUR PIC by Havas Worldwide Buenos Aires

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Argentina
Agency Havas Worldwide Buenos Aires
Creative Director Juan Pablo Broens
Art Director Leonardo Crocce
Copywriter Juan Gussalli
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: EARTH HOUR
Date of First Appearance: Mar 17 2011
Entrant Company: HAVAS DIGITAL, Buenos Aires, ARGENTINA
Entry URL:
General Director: German Abaroa (Havas Digital)
Creative Director: Juan Pablo Broens (Havas Digital)
Copywriter: Juan Gussalli (Havas Digital)
Art Director: Leonardo Crocce (Havas Digital)
Developement Coordinator: Santiago Raffo (Havas Digital)
Communication Director: Ines Lanz (Fundación Vida Silvestre)
Communication Responsible: Florencia Lemoine (Fundación Vida Silvestre)
Communication Responsible: Martin Font (Fundación Vida Silvestre)
Communication Responsible: Lucila Tamborini (Fundación Vida Silvestre)
Media placement: Internet - Facebook - 17th March 2011

Insights, Strategy & the Idea
Earth Hour took place around the globe on March 26th. Over 5.000 cities in 135 countries turned off the lights making a serious commitment against global warming.
In Argentina, the local NGO FUNDACIÓN VIDA SILVESTRE member of WWF, is in charge of this campaign.
The objective was to encourage the +86,000 Facebook followers to join the "Earth Hour" campaign which entails making a serious commitment to turn off the lights for one hour on March 26th. And also contact new people from Facebook in order to amplify the campaign.
Our own Facebook profile pics identify us and stand for who we are before the world.
They show what we are, what we love and what we believe in.

Creative Execution
That is why FUNDACIÓN VIDA SILVESTRE invited people to turn off their Facebook pic, through a very simple app, so they could publicly show their commitment to the planet.
Users shared their commitment with all their contacts and invited them to join in through a SIMPLE, CLEAR and DIRECT MESSAGE.

Results and Effectiveness
Users shared the app with their friends so that the group would become larger, each user adding an average of 8 new fans.
The campaign was a great success: in the first 5 days and with a very low investment of only 800 Euros, over 140,000 people demonstrated their commitment to Earth.