Millions of people around the world will turn off the lights for 60+ minutes on March 28 at 8:30 p.m. as part of Earth Hour global movement – Earth Hour is an annual event that aims at raising environmental awareness, achieving an impact and changing policy.
Major landmarks go dark as part of Earth Hour every year. Lights go off at the Sydney Opera House, Pyramids, Eiffel Tower, Empire State Building, Las Vegas Strip and many other landmarks.
Popular brands in the MENA region know well how it’s important to take advantage of global events, especially those who aim to improve the quality of the human kind life. Brands try to maximize the benefit out of the event with better integrations and out of the box ideas.
This year, we didn’t find many brands taking the opportunity to celebrate the Earth Hour with social media activities, event countdown, or special events in-line with the movement. Durex did, by integrating the brand with the atmosphere of Earth Hour which is lights off NOT the concept of changing climate change! Durex came up with an in-line campaign with the movement called “Turn Off To Turn On”, represented in the hashtag #TurnOFFtoTurnON
Durex Arabia Facebook
Durex started the campaign 10 days before the Earth Hour to maximize benefits out of the event.
Sample posts from Durex Arabia campaign on Facebook