Saatchi & Saatchi this week announces their appointment by the World Wide Fund for Nature (WWF) as creative agency in South Africa for the organisation's global Earth Hour 2009 project.
The WWF is challenging Saatchi & Saatchi to deliver an integrated campaign that will secure the participation of one million South African households and businesses, along with one billion people in 1,000 cities around the world, who will turn their lights off.
The agency will deliver a through-the-line campaign, including digital, direct marketing, out-of-home, radio and television commercials. Outcomes will be tracked by SMS participation and online registration, pledging support for the initiative.
The campaign, aptly titled “Sign up and Switch Off”, will see well-known South African personalities like Desmond Tutu and Helen Zille, at the creative epicenter, endorsing this initiaitve. Some of the country's leading sport, entertainment and music stars will also participate.
