58 per cent of Aussie adults participate in Earth Hour

Sydney, March 30, 2008: Millions of Australian residents joined Earth Hour last night, Saturday March 29 between 8.00 and 9.00pm by flicking the switch, turning appliances off stand-by and enjoying an hour of quiet darkness, according to AMR Interactive.

Research consultants AMR Interactive interviewed thousands of Australian adults living in each capital city to see how Australians celebrated Earth Hour.

The polling showed that 58 per cent of Australian adults in capital cities took part in the lights off campaign that started in Sydney last year and this year went global with more than 370 cities, towns and council areas taking part.

The research showed that respondents participated in Earth Hour in a number of ways including turning off the lights at home (56%), turning off some household appliances (46%), and taking the mobile phone off charger off standby (37%).

"The overwhelming support for Earth Hour from Australians across the country has amazed us and shows the willingness of both business and individuals to start cutting emissions," said WWF-Australia Earth Hour Director, Andy Ridley.

"The polling only targeted people over 18 years of age and, given the popularity of Earth Hour among kids, the actual number of participants is likely to be much higher."

Earth Hour was initiated by WWF-Australia and started in 2007. It is now an international event, with more than 370 cities, towns and councils across the world taking part. Kicking off in Christchurch, New Zealand, Earth Hour rolled through 14 time zones, wrapping up in San Francisco, USA at 3.00pm EDT Australian time, Sunday March 29 2008.

Key achievements of Earth Hour 2008 in Australia

• More than 370 cities, towns and communities took part


• All Australian capital cities participated in Earth Hour


• 94 percent of the top 100 ASX companies supported Earth Hour


• 100% of top property companies support which include: Lend Lease, Mirvac, Colliers, Investa, Multiplex, CBRE, AMP, Knight Sinclair and Westfield.


• Top 5 Australian banks support which include: St George, Westpac, Commonwealth, National Australia Bank and ANZ.

Key achievements of Earth Hour 2008 internationally

• 26 international Earth Hour flagship cities in 10 countries across the globe.


• 370 supporting cities around the world (please see attached list) makes it the largest voluntary power down event in history.


• Support from significant international landmarks which include: Seoul Tower the tallest building in Northeast Asia, Casey Station Antarctica, Niagara Falls, Americas infamous jail Alcatraz, Prince Charles; Gloucestershire residence, Highgrove House.

"By Earth Hour 2009, on March 28 we expect more Australians will have incorporated simple energy efficient solutions into their homes and workplace. Its important we keep the momentum going for a greener and sustainable future." Mr Ridley said.

AMR Interactive report (220kb, pdf)

For more information about Earth Hour:
Kath Eggleston, WWF-Australia Press Office
T: +61 2 8202 1294 / 0408 408 562 E: keggleston@wwf.org.au

About Earth Hour

On March 31 2007, for one hour, Sydney made a powerful statement about the greatest contributor to global warming – coal- fired electricity – by turning off its lights. Over 2.2 million Sydney residents and over 2,100 businesses turned off their lights, leading to a 10.2% energy reduction across the city. What began as one city taking a stand against global warming caught the attention of the world. In 2008, 24 global cities will participate in Earth Hour at 8pm on March 29. Earth Hour is the highlight of a major campaign to encourage businesses, communities and individuals to take the simple steps needed to cut their emissions on an ongoing basis. It is about simple changes that will collectively make a difference – from businesses turning off their lights when their offices are empty, to households turning off appliances rather than leaving them on standby.

About WWF

WWF-Australia is part of the WWF International Network, the world's largest and most experienced independent conservation organisation. It has close to five million supporters and a global network active in more than 100 countries. WWF's mission is to stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature. This is achieved by working on the ground with local communities, and in partnership with government and industry, using the best possible science to advocate change and effective conservation policy.

About AMR Interactive

AMR Interactive is a research consultancy that brings innovation, integration and insight to drive business success. AMR Interactive has operated in Australia for more than twenty years, offering a full range of research services to business and government. From advertising effectiveness and brand equity studies through to corporate reputation, customer satisfaction, concept testing and pricing AMR Interactive offers a complete research consultancy service. Our mission is to drive our clients' success with the best people, products & processes.

Leo Burnett Sydney

Award winning agency, Leo Burnett is WWF's partner in the Earth Hour initiative. The agency, in collaboration with WWF, has created the Earth Hour identity and logo and a dedicated holistic communications campaign, designed to harness the power of TV, radio, print and interactive.