As the world celebrates Earth Hour tomorrow (March 19), Carlsberg Malaysia is pledging its support towards the movement for the 8th year running.
Going beyond turning off non-essential lights powered by electricity, "Happy Earth Hour" builds on the natural ability of beer in bringing people together offline, offering them what it says is "probably the best social media in the world".
Carlsberg Malaysia will roll out this initiative on 14 modern bars and restaurants in Klang Valley and encourages consumers to put their phones into envelopes printed with interesting Earth Hour infographics.
The initiative wishes to encourage them to spend quality moments with their friends and family while enjoying a Carlsberg, instead of hanging out on social media platforms.
To spread more awareness to the global movement, Carlsberg Malaysia calls for the public to post a photo of their "Happy Earth Hour" celebrations on the brewer's Facebook event page, with the hashtag #HappyEarthHourCM16.
Pictures with the most number of likes stand a chance to win a set of Carlsberg Men's Grooming Series worth over RM350 each.
Pearl Lai, corporate communications and CSR director of Carlsberg Malaysia said: "In support of Earth Hour this year, we continue to turn off all non-essential lights at our brewery in Shah Alam and 17 sales offices nationwide during the “hour”."
"In addition, we will engage our consumers and customers to celebrate “Happy Earth Hour” by switching off their mobile devices and turn to their family and families for a quality time during the “hour"."
Carlsberg Malaysia's effort to the cause extends beyond the hour, with energy consumption reduced 4% over the past four years, it said.