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- China
- March 26, 2011
The 2011 “Earth Hour” event will be universally launched at 8:30pm on March 26, at which time lights will switch off for one hour around the globe to respond to the idea of passing on the environmental protection concept. As the largest voluntary environmental protection event in the world, this year’s “Earth Hour” will bring the concept in a more comprehensive way. And as the first cooperative enterprise in China, JCDecaux China has entered its third year with the program and will devote more along with its media partners to conduct deep intensified cooperation with the event through multi-channels and platforms.
“Earth Hour” is a program initiated by WWF (World Wildlife Fund) as a call for action to individuals, communities, businesses and governments around the world to turn off lights at a specific time for one hour to take a stand against climate change. It first started in Australia and entered China in 2009. JCDecaux joined in the promotion at the earliest for the first event in China and produced the perfect first show for the promotion. In the same year, the most iconic landmarks around the world including the Bird’s Nest and Water Cube in Beijing, Oriental Pearl TV Tower and World Financial Center in Shanghai, Sphinx and Pyramids in Giza, and Eiffel Tower in Paris all went dark at the same time, which created a spectacular scene.
In 2010, JCDecaux Bus produced a new advertising for the event by putting advertisements on buses travelling all around the city to deliver messages of the event and called on more people to participate in and to “turn off the light together”.
“In 2011, turning off the light is not the only thing we can do,” said by Jim Gradoville, CEO of WWF. Jim mentioned to the journalist that, this Earth Hour will not be limited to the focus of climate change, but will emphasize on more extensive sustainable environmental protection concepts. He said, “Turning off the light is a signal transferred to others that indicates your determination on protecting the Earth. But what else can we do beyond the hour? Besides fighting with global warming, what actions else can we take to help the Earth to develop sustainably? This year, the event will not only call on people to turn off the light but also will motivate individuals and social communities to make their voluntary actions to contribute to environmental protection. The progress from one-way responding to the call to making voluntary environmental protection actions will be the new highlight of the event.”
As a cooperative partner of the program for 3 years, JCDecaux China has joined hands with all its subsidiaries in each city to make brand-new breakthrough in this year’s promotion. It has 220 light boxes, 30 poster panels and 395 MD dynamic multi-medias specially tailored for the event. The advertising does not only cover metros of Beijing, Tianjin and Shanghai, but also includes dynamic medias on campuses in these cities, which has built a strong foundation for the historical success of this year’s “Earth Hour”. JCDecaux China has chosen the most heated metro lighted boxes as the main platform, and with 210 light boxes in 3 sizes, it has not only successfully delivered its strong faith in promoting the concept of environmental protection, but also has showcased its noble spirit of “public welfare prioritized” as a responsible enterprise citizen.
In order to promote “Earth Hour” and the concept of environmental protection, JCDecaux China will spare no efforts to launch an advertising campaign in partnership with its cooperative companies starting from March to successively release posters for this event on their medias, from metros to campuses, on light boxes, poster panels and MD dynamic medias. Meanwhile, JCDecaux China has made the commitment to readjust indoor temperatures in all its offices in China by setting one degree higher in summer and one degree lower in winter. As said by Stephen Wong, “We are more than happy to devote more to public welfare activities, since sustainable development is also one of our key undertakings. We will stick to the concept of sustainable development and take public welfare as our own responsibilities while constantly innovating and inventing new ways on advertising so as to further enhance the positions of our media and create surprises and values for passengers and customers.”
“Earth Hour” is a program initiated by WWF (World Wildlife Fund) as a call for action to individuals, communities, businesses and governments around the world to turn off lights at a specific time for one hour to take a stand against climate change. It first started in Australia and entered China in 2009. JCDecaux joined in the promotion at the earliest for the first event in China and produced the perfect first show for the promotion. In the same year, the most iconic landmarks around the world including the Bird’s Nest and Water Cube in Beijing, Oriental Pearl TV Tower and World Financial Center in Shanghai, Sphinx and Pyramids in Giza, and Eiffel Tower in Paris all went dark at the same time, which created a spectacular scene.
In 2010, JCDecaux Bus produced a new advertising for the event by putting advertisements on buses travelling all around the city to deliver messages of the event and called on more people to participate in and to “turn off the light together”.
“In 2011, turning off the light is not the only thing we can do,” said by Jim Gradoville, CEO of WWF. Jim mentioned to the journalist that, this Earth Hour will not be limited to the focus of climate change, but will emphasize on more extensive sustainable environmental protection concepts. He said, “Turning off the light is a signal transferred to others that indicates your determination on protecting the Earth. But what else can we do beyond the hour? Besides fighting with global warming, what actions else can we take to help the Earth to develop sustainably? This year, the event will not only call on people to turn off the light but also will motivate individuals and social communities to make their voluntary actions to contribute to environmental protection. The progress from one-way responding to the call to making voluntary environmental protection actions will be the new highlight of the event.”
As a cooperative partner of the program for 3 years, JCDecaux China has joined hands with all its subsidiaries in each city to make brand-new breakthrough in this year’s promotion. It has 220 light boxes, 30 poster panels and 395 MD dynamic multi-medias specially tailored for the event. The advertising does not only cover metros of Beijing, Tianjin and Shanghai, but also includes dynamic medias on campuses in these cities, which has built a strong foundation for the historical success of this year’s “Earth Hour”. JCDecaux China has chosen the most heated metro lighted boxes as the main platform, and with 210 light boxes in 3 sizes, it has not only successfully delivered its strong faith in promoting the concept of environmental protection, but also has showcased its noble spirit of “public welfare prioritized” as a responsible enterprise citizen.
In order to promote “Earth Hour” and the concept of environmental protection, JCDecaux China will spare no efforts to launch an advertising campaign in partnership with its cooperative companies starting from March to successively release posters for this event on their medias, from metros to campuses, on light boxes, poster panels and MD dynamic medias. Meanwhile, JCDecaux China has made the commitment to readjust indoor temperatures in all its offices in China by setting one degree higher in summer and one degree lower in winter. As said by Stephen Wong, “We are more than happy to devote more to public welfare activities, since sustainable development is also one of our key undertakings. We will stick to the concept of sustainable development and take public welfare as our own responsibilities while constantly innovating and inventing new ways on advertising so as to further enhance the positions of our media and create surprises and values for passengers and customers.”