Following the successful pilot of ‘Earth Hour’ in 2008, WWF-UK commissioned nfpSynergy to evaluate the effectiveness of the Earth Hour media campaign - looking particularly at awareness and how people in the UK heard about Earth Hour, if they had actively participated in, and how successful it was in disseminating the key message of switching to renewable energy.
This was the ninth wave of the survey (one has been conducted after each Earth Hour).
The methodology consisted of a quantitative/online survey with a nationally representative sample of the general population.
Through tracking a fixed set of measures over time, nfpSynergy has been able to help WWF-UK measure levels of awareness of Earth Hour, participation in the event, how well it has managed to disseminate key messages about climate change and look into the various mediums through which people hear about Earth Hour. nfpSynergy has in addition been able to situate these findings within a broader context of public engagement with campaigns through using our considerable experience within the voluntary sector.
Over the last nine years, insights about the public’s engagement with the campaign have been used by WWF-UK in planning, resource allocation, media and corporate partnerships and in future events aimed at raising public awareness of WWF-UK and climate change.