WWF’s Earth Hour, has partnered with Mobext Singapore, the mobile marketing brand of Havas, to launch a Twitter campaign called Tweet Your Leader that seeks to mobilise public support for firm action on climate change as leaders converge in Paris, France for the world’s largest climate conference yet.
Launched last week, Earth Hour’s Tweet Your Leader campaign runs in conjunction with the 21st Conference of the Parties or COP21, the apex global summit of heads of state, multilateral agencies, business leaders, ecologists and civil society campaigners, which is being held in Paris from 30 Nov-11 Dec 2015 and which aims to codify binding commitments to stem and roll back greenhouse gas emissions responsible for climate change. Organised under the United Nations Framework Convention on Climate Change (UNFCCC), COP21 will see delegates from 196 member states and regional organisations come together to discuss opportunities and means to curb emissions, limit global temperature rise and steer the world away from a path of catastrophic climate change.
Given the role of people in climate change and climate action, Tweet Your Leader aims to take the climate conversation from the conference rooms to the living rooms, encouraging citizens around the world to reach out directly to their policy-makers to urge them to change climate change. The creative execution for this campaign included the development of a mobile-optimised microsite – http://www.tweetyourleader.org, which has been integrated with Twitter and provides visitors the possibility to send their leader a powerful tweet in three easy steps:
- Connect to Twitter (through www.tweetyourleader.org)
- Select your Country & Leader
- Send your tweet!
“As the world’s largest grassroots movement for the environment, we were keen to connect the grassroots to the corridors of power during COP21, a critical milestone in global climate efforts,” said Sid Das, Executive Director, Earth Hour Global. “Through Tweet Your Leader, we aim to show leaders seated in the meeting rooms that the world is standing with them to make climate change history.”
Kat van Zutphen, General Manager of Mobext Singapore, said: “We are very excited to be partnering with WWF’s Earth Hour for yet another campaign. The agency’s commitment to #changeclimatechange is inspiring and very much in sync with our group’s ‘Meaningful Brands’ outlook. While working on this campaign we were focussed on ensuring that the integration process with Twitter was kept simple to allow for ease of use and we feel it’s already getting a lot of traction with users.”
Earlier this year, Mobext also partnered with Earth Hour to launch the #TweetMyPower campaign, an innovative fundraising platform aiming to use the power of hashtags to mobilise support for the movement in the lead up to Earth Hour 2015.