WWF's Earth Hour partners with Mobext to launch 'Tweet Your Leader' campaign

By afaqs! news bureau , afaqs!, New Delhi | In Digital | December 04, 2015
The campaign gives people an opportunity to tweet their leaders who are currently attending the COP21 in Paris, urging them to 'change climate change'.

The World Wide Fund for Nature (WWF, formerly known as World Wildlife Fund ) 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 for the world's largest climate conference yet.

Launched last week, Earth Hour's Tweet Your Leader campaign runs in conjunction with the COP21 (21st Conference of the Parties), the apex global summit of heads of state, multilateral agencies, business leaders, ecologists and civil society campaigners, being held in Paris from November 30 to December 11, 2015.

The conference 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 conference rooms to living rooms, and encourage 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 includes the development of a mobile-optimised microsite -- 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 tweetyourleader.org), select your country and leader, and send your tweet.

"As the world's largest grassroots movement for the environment, we are keen to connect the grassroots to the corridors of power during COP21, a critical milestone in global climate efforts. Through Tweet Your Leader, we aim to show leaders seated in the meeting rooms that the world stands with them to make climate change history," says Sid Das, executive director, Earth Hour Global.

Kat van Zutphen

Kat van Zutphen, general manager of Mobext Singapore, adds, "Earth Hour'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. We feel it has already got a lot of traction with users."

Earlier this year, Mobext also partnered with Earth Hour to launch the #TweetMyPower campaign, an innovative fundraising platform, which aims to use the power of hashtags to mobilise support for the movement in the lead up to Earth Hour 2015.

Earth Hour is WWF's global environmental movement. As one of the first open-sourced climate change campaigns, Earth Hour claims to have 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 organisations in 172 countries and territories, during the hour and beyond, to harness the power of its millions of supporters to change climate change.

Mobext, a subsidiary of Havas, has over 100 mobile experts in offices across 35 countries around the globe. With a 360-degree suite of mobile services like strategy, design and development, content and media, and performance and analytics, it creates engagement through creativity and relevance through personalisation.

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