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Earth911 Podcast: EPAM Continuum on Amplifying the Impact of Earth Hour

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Earth911 – by Mitch Ratcliffe

Earth911 Podcast: EPAM Continuum on Amplifying the Impact of Earth Hour

Earth Hour 2024, the “Biggest Hour for Earth” of the year, took place on March 23rd. Since the World Wildlife Fund launched the event in 2007, Earth Hour has symbolized a commitment to the planet by simply turning off lights for one hour. However, despite its noble intentions, awareness of the movement was limited, with only 52% of the global population aware of the event.

In this podcast episode, Phil Wilce and Antonia Simon, are Creative Director for Europe and Senior Experience Consultant, respectively, for EPAM Continuum, worked with the World Wildlife Fund to reinvigorate the campaign and its outreach efforts as the climate crisis becomes more pronounced.

The project’s cornerstone was identifying a new target audience, “the inactive middle,” a group of people of all ages and backgrounds characterized by a lack of action driven by eco-anxiety and eco-fatigue. The strategy focused on transforming Earth Hour from a singular event into a gateway for nature-positive action, and a significant part of the design was introducing the “Biggest Hour for Earth” as a critical message. Some enjoyable new activities around Earth Hour in 2024 include an in-world Fortnite experience built to bring young people to the program.

Listen to the podcast here.

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