Leo Burnett Sydney’s 10th annual Earth Hour campaign is targeting the person with the power to make a difference to Australia’s approach to climate change – Prime Minister Malcolm Turnbull.
The Will Prime Minister Turnbull Switch Off? campaign is spearheaded by the hashtag #IllBeWatching and a dedicated website (www.willTurnbullswitchoff.com) to encourage the PM to tweet a picture of himself taking part in Earth Hour from 8.30-9.30pm on Saturday, 19 March, 2016.
The social and online campaign provides a platform for everyday Australians to let the PM know that Australians will be watching to see if he switches off for Earth Hour and switches the country onto clean, renewable energy.
Other important components of the campaign are comms that appear in the Prime Minister’s electorate and at Parliament House.
Grant McAloon, joint ECD at Leo Burnett Sydney said, “Together with WWF-Australia, Leo Burnett created Earth Hour almost 10 years ago.
“Nearly a decade on, what began as a simple idea to galvanise support for the environment and awareness of global warming has grown into the world’s biggest grassroots movement on climate change.
“The Will Prime Minister Turnbull Switch Off? campaign encapsulates what Earth Hour is all about. It gives every person the opportunity to take a stand by taking action, from turning off their own lights to encouraging others – especially those in positions of power – to do the same.”
Earth Hour manager Samantha Webb added, “With a federal election in 2016, Earth Hour is a great chance for Australians to keep the momentum going and ensure climate change stays on the government’s agenda.
“By letting Malcolm Turnbull know #IllBeWatching, everyday Australians can show their support for strong action on climate change and a switch to renewable energy.”