By 2012, Earth Hour had swept the globe, drawing together hundreds of millions of poeple in 135 countries and territories spanning every continent.
1. What according to you is the best way to engage the young? What works with them?
Social media is a brilliant tool to engage and inspire young people. We have seen young people all around the world connect with each other using Facebook and Twitter or Tumblr and then organise Earth Hour events in their area - it is truly inspiring to see how powerful social media is for mobilising such a mass of people.
2. How does the younger generation think today? As a tribe would or as strongly opinionated individuals?
I believe the younger generation are definitely socially engaged and fortunately there is more opportunity than ever to connect for a common cause and achieve change and create awareness of issues that concern them and their future. Global movements have the incredible ability to grow at a much quicker pace thanks to the rise in digital and social media.
3. How important a tool is social media to reach out to the younger generation?
Extremely important. Social media has successfully facilitated the Earth Hour campaign across the globe. It provides a platform for people to feel connected with each other and motivates them to be part of change. As I often say, every individual has the power to change the world they live in and social media amplifies that power and provides a vehicle to take action. You can now reach millions of people with just one click.
4. Do role models matter any longer or is the young happy treading his/her own path today?
I have a number of role models and I don't think the concept has become redundant amongst younger generations. We all create our own paths but some inspiration along the way doesn't go astray. Role models can remind you of what you are capable of.
5. How do people come together today? What's the best way to achieve high traction?
Again, I think social media is the best way to achieve high traction that translates into action. Social media gives us the opportunity to share stories, ideas and inspiration.
6. How well-tuned are they with the various social conflicts that the world face today?
The success of recent campaigns such as KONY show that young people are and want to be well-tuned on global social issues. IEarth Hour was celebrated in 150 countries this year because young people find it relevant and they have the desire and passion to take action to protect the planet.
7. How was Earth Hour conceptualised? Has it proved to be a successful case study of a single mission being adopted world-wide? How?
Earth Hour began in one city - Sydney, as a symbolic event to raise awareness of the major challenges our planet faces. It has now grown to the world's largest voluntary action for the environment, this year reaching 150 countries and territories and 6640 cities and towns. The campaign will continue to grow as it goes beyond the hour - Earth Hour and the recent I WIll If You WIll campaign incentivises action and encourages people to empower their friends, family or business to do the same. Every individual can change the world, whether it be a school child or a country leader or a celebrity - we all have a part to play.
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