Each year, the WWF encourages individuals, marketing businesses and communities to partake in a global rolling blackout of sorts by shutting off the lights for a solid hour. Called Earth Hour, it’s an awareness campaign that leans heavily on Social Media communication to get the word out. But is the WWF barking up the wrong tree?
At 8:30pm on March 27th everyone was suppose to go into total darkness. After an hour so at 930 pm there was impressive energy savings during those 60 seconds but it was just a malfunction, that’ eclipsed by the energy frenzied globally during the rest of the 8,759 hours in a year. What the WWF campaigns really need is constant commitment.
Facebook and Twitter are great for reaching like-minded individuals, but to be honest, involvement through these social networks is a bit of a misnomer. Racking up “likes” and hitting that retweet button is a long way from making a change in the real world. What environmental groups should force are services — like Foursquare or augmented reality, barriers between the virtual and real world and can help transform keystrokes and touch screen taps into everyday action. Sure, it may not be as pretentious a wave as having the whole Sidney opera house in to complete and total darkness. It’s more likely to have a generous, continual and more assessable impact than just an hour of darkness every year. Just once a year with only a few people shutting off their lights is not enough.
Miranda Smith
FutureRanking.com Content Department
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