WWF's Earth Hour creates a social media activated campaign

WWF has partnered with Havas Media Group’s mobile marketing arm Mobext Singapore to develop a new Twitter-based campaign called #TweetMyPower for the Earth Hour.

#TweetMyPower is a hashtag related donating platform developed by Mobext that processes donations for Earth Hour. This platform works in three steps and requires donors to connect to their Twitter account through the website tweetmypower.earthhour.org. To make a contribution, users need to sync their credit cards, make a donation and join a global tweet blast stressing the need to #ChangeClimateChange.

Sudhanshu Sarronwala, chair, board of directors, Earth Hour Global said: “Earth Hour started with an ordinary action – switching off one’s lights – and placed the power to act in the hands of ordinary people who wanted strong climate action. Technology’s evolution helps us to do that on an even bigger scale. Be it a tweet, a digital signature or an online donation, technology empowers anyone anywhere to take action on our globe’s biggest environmental challenge”.

Gautam Dutt, MD, Digital, Havas Media Singapore said: “We believe that we can truly unleash the power of social media for global causes like these by creating innovative digital experiences that connect with the users. Our aim was to create a simple and seamless social payment platform for the online community that encourages them to contribute to the cause.”