Singapore, 1st December, 2015 – 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:
“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.
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Earth Hour is WWF's global environmental movement. As one of the first open-sourced climate change campaigns, Earth Hour has grown from a symbolic event in one city to the world's largest grassroots movement for the environment. In 2015, Earth Hour aims to engage individuals, businesses and organizations in 172 countries and territories, during the hour and beyond, to harness the power of its millions of supporters to change climate change.
At Mobext, we believe that mobile is business. With an estimated 69.4% of the global population connected through a mobile phone in 2017*, mobile is no longer just another media, it’s become a powerful industry. Mobext imagines tomorrow’s experiences today, connects people and brands, and impacts our client’s business. Through a 360° suite of mobile services – Strategy, Design & Development, Content & Media and Performance & Analytics – we create engagement through creativity and relevancy through personalization. Innovative and forward thinking, with a dedicated programmatic team, we re-define advertising on mobile devices. Our data driven approach coupled with best-in-class technology allows us to deliver highly-effective ROI campaigns. Mobext, a subsidiary of Havas, has over 100 seasoned mobile experts in offices across 35 countries around the globe, making it the largest mobile agency on the market.
*eMarketer report « Worldwide Mobile Phone Users: H1 2014 Forecast and Competitive Estimates », January 2014
For media inquires or requests for press interviews, please contact:
Rucha Naware, Communications Manager - Earth Hour Global;
Tel: +65 8148 2477
Director of Marketing Communications, Havas Media Group, Asia Pacific
Tel: +65 94316454
Download the full press release here.
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