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- China
- March 27, 2010
Recently, when you walk on the busy streets of Shanghai, you may have noticed the publicity visual, “27 March, 2010, 20:30 -21:30, let us turn off the lights together. We look forward to your participation”, on the bodies of buses? This is the Earth Hour promotional activity conducted through JCDecaux China’s bus network media. After successfully supporting Earth Hour last year, JCDecaux buses are cooperating with WWF to promote the event of turning off the lights for one hour in the second consecutive year. At the same time, the advertising media of Beijing Metro Line 4 operated by JCDecaux China, and Tianjin Metro’s advertising media will also participate successively in the publicity and promotional activities of Earth Hour, supporting public welfare and the environment through action. Through the meagre act of turning off the lights, Jcdecaux China hope to communicate to the public the idea that, in protecting the environment, it is important to take action. Through this visual appearing in the public transport media operated by Jcdecaux China, they hope to remind you that, when taking the public transport, you are, in fact, contributing to environmental protection.
Earth Hour is an initiative of WWF (World Wide Fund for Nature) in reaction to global climate change, delivering the message, “take emergency action to counter climate change”, to the whole world, and hoping that individuals, communities, enterprises, and governments will turn off the lights for one hour at a specified time, in order to show their support for the initiative to counter climate change. Earth Hour 2009 has made a huge impact throughout the world, with hundreds of millions of people from 4,088 cities in 88 countries participating in the initiative. Global landmarks and buildings, including the Beijing National Stadium (Bird’s Nest), the National Aquatics Centre (Water Cube), Shanghai’s Oriental Pearl TV Tower and World Financial Centre, Giza’s Sphinx and Pyramids, as well as Paris’ Eiffel Tower all turned off their lights on that day.
Last year was the first year in which Earth Hour was being promoted in China. Being an enterprise putting much emphasis on public welfare and the environment, as well as promoting “green travel”, JCDecaux China took part in the promotion of the initiative of turning off the lights at the first instance, and became the first enterprise supporting Earth Hour in China.
This year, JCDecaux China’s advertising resources in relation to Shanghai’s buses, Beijing Metro Line 4, and Tianjin Metro, once again became the partner of WWF in promoting Earth Hour, and JCDecaux China’s bus network media was ahead of other media (TV, radio, newspapers, etc.) in starting to promote the initiative at the very first instance. Starting 8 March, on the streets of Shanghai, 250 buses under JCDecaux China’s bus network media have simultaneously uploaded the publicity visual of Earth Hour, communicating this message to Shanghai residents and promoting this initiative through the moving vehicles. The bus media communicates in-depth the message of the initiative, becoming the key media in promoting Earth Hour, and reflecting fully the advantages of the outdoor media. WWF China’s Deputy Director of Marketing, Linnet Kwok, is very supportive of the cooperation between JCDecaux’s buses and WWF. Last year, 150 buses were deployed, and this year, promotional intensity has been further enhanced, deploying 250 buses to promote Earth Hour, fully utilizing the publicity effect of the bus media to increase the impact of the initiative.
Initially, the 250 vehicles published the slogan of turning off the lights, and information regarding its timing. 5 days prior to the “turning off of the lights” event, the advertising visual of the bus media will be changed daily, from “5-day countdown”, “4-day countdown”.…. until “It’s tonight!”. Conspicuous countdown numbers will be used every day to strengthen the visual impact on the public, reinforcing the reminder about the “turning off the lights” initiative and its timing, gradually pushing the initiative to a climax.
After the initial promotional campaign of the bus media, Beijing Metro Line 4 operated by JCDecaux and Tianjin Metro have also joined in successively to participate in the publicity and promotion of the “turning off the lights” initiative, deploying 300 metro light-box advertisements in totall. All these metro light-box advertisements and advertisements on the bodies of buses are all provided by the JCDecaux China for free. The JCDecaux China uses this model to actively engage in the activities of Earth Hour, in order to promote public welfare and environmental protection.
Climate change is an unchangeable fact. It is closely related to every one of us. Earth Hour is not only a call to the public to support energy conservation and carbon reduction, raising public awareness towards environmental protection, it also hopes that, through this meagre act of turning off the lights, the idea that action is important in participating in environmental protection will be communicated to the public.
Turn off the lights readily, and save electricity; minimize the use of air-conditioning, and open the windows as much as possible; minimized the use of cars, and take the public transport as much as possible. Perhaps the little things you do can already improve the earth’s environment on which our lives depend!
Earth Hour is an initiative of WWF (World Wide Fund for Nature) in reaction to global climate change, delivering the message, “take emergency action to counter climate change”, to the whole world, and hoping that individuals, communities, enterprises, and governments will turn off the lights for one hour at a specified time, in order to show their support for the initiative to counter climate change. Earth Hour 2009 has made a huge impact throughout the world, with hundreds of millions of people from 4,088 cities in 88 countries participating in the initiative. Global landmarks and buildings, including the Beijing National Stadium (Bird’s Nest), the National Aquatics Centre (Water Cube), Shanghai’s Oriental Pearl TV Tower and World Financial Centre, Giza’s Sphinx and Pyramids, as well as Paris’ Eiffel Tower all turned off their lights on that day.
Last year was the first year in which Earth Hour was being promoted in China. Being an enterprise putting much emphasis on public welfare and the environment, as well as promoting “green travel”, JCDecaux China took part in the promotion of the initiative of turning off the lights at the first instance, and became the first enterprise supporting Earth Hour in China.
This year, JCDecaux China’s advertising resources in relation to Shanghai’s buses, Beijing Metro Line 4, and Tianjin Metro, once again became the partner of WWF in promoting Earth Hour, and JCDecaux China’s bus network media was ahead of other media (TV, radio, newspapers, etc.) in starting to promote the initiative at the very first instance. Starting 8 March, on the streets of Shanghai, 250 buses under JCDecaux China’s bus network media have simultaneously uploaded the publicity visual of Earth Hour, communicating this message to Shanghai residents and promoting this initiative through the moving vehicles. The bus media communicates in-depth the message of the initiative, becoming the key media in promoting Earth Hour, and reflecting fully the advantages of the outdoor media. WWF China’s Deputy Director of Marketing, Linnet Kwok, is very supportive of the cooperation between JCDecaux’s buses and WWF. Last year, 150 buses were deployed, and this year, promotional intensity has been further enhanced, deploying 250 buses to promote Earth Hour, fully utilizing the publicity effect of the bus media to increase the impact of the initiative.
Initially, the 250 vehicles published the slogan of turning off the lights, and information regarding its timing. 5 days prior to the “turning off of the lights” event, the advertising visual of the bus media will be changed daily, from “5-day countdown”, “4-day countdown”.…. until “It’s tonight!”. Conspicuous countdown numbers will be used every day to strengthen the visual impact on the public, reinforcing the reminder about the “turning off the lights” initiative and its timing, gradually pushing the initiative to a climax.
After the initial promotional campaign of the bus media, Beijing Metro Line 4 operated by JCDecaux and Tianjin Metro have also joined in successively to participate in the publicity and promotion of the “turning off the lights” initiative, deploying 300 metro light-box advertisements in totall. All these metro light-box advertisements and advertisements on the bodies of buses are all provided by the JCDecaux China for free. The JCDecaux China uses this model to actively engage in the activities of Earth Hour, in order to promote public welfare and environmental protection.
Climate change is an unchangeable fact. It is closely related to every one of us. Earth Hour is not only a call to the public to support energy conservation and carbon reduction, raising public awareness towards environmental protection, it also hopes that, through this meagre act of turning off the lights, the idea that action is important in participating in environmental protection will be communicated to the public.
Turn off the lights readily, and save electricity; minimize the use of air-conditioning, and open the windows as much as possible; minimized the use of cars, and take the public transport as much as possible. Perhaps the little things you do can already improve the earth’s environment on which our lives depend!