The aim of the campaign was to encourage as many people as possible around the world to turn off their lights for one hour at 8.30pm on 30th March 2019. Global landmarks (including Buckingham Palace, Sydney Opera House, Eiffel Tower, Christ The Redeemer, Empire State Building and more) across 187 countries switched off their lights as part of the campaign.
To support the campaign, we created a series of interactive Instagram stories which allowed users to turn off the lights on landmarks for themselves by tapping on light switches. We also created a collection of Instagram stickers to increase awareness even further. Our strategy led to the content being viewed by over 2.5 million people.
We made this happen by coordinating with artists (including Tom Walker and Labrinth), record labels, influencers, and international WWF offices. The concept and design were created to appeal to the audience but also to the influencers. Creating content that appealed to both groups ensured maximum results were achieved.
Try it for yourself here: https://www.instagram.com/stories/h...