MEDIA RELATIONS cases 6 Media Relations Cases EARTH HOUR 2008— A Global Statement on : what had wonked te yee Bebe Climate Change World je Fund, Creaxion, Jasculca Terman Het fee ae and Associates, Moses Anshell, Glodow Nead resonate with otra Communications, and Sullivan Birney Communications ndmatks/and culsural symbols in each US. time sed a5 news hooks, and would help inspire audiences to act, PLANNING OVERVIEW i Specific objectives were identified to naximize opporn jeht ... turn it off Taming off lights was the sim Earth Hour 2008—an intemational event in which ‘more ehan 40 tage involvement across accessbl . id influence around the ise of climate chany . soba scale within a wide variety of key audiences bold, symbolic mesage with global impact om Sacorday, March 29, 2008 at $ eer local sine k around To help launch this monumental, mulki-fuceted initiative in the United States, Ei ide-spread, measurable participation in key mbers of the WWE-US, communications team, along with leading PR agen- ewes, and govern: iby = narra thes in four agships cites (Creaxion in Addant, asculea Terman in Chicago, participation on a personal level rcisco), developed and . ade a strategie decisio red the event's focus on the power of symbolism and e less, were hoping to have a energy usixe co repore post-eventcasea Specific strategies were utilized, in ing . branding and messaging —wed EXECUTION AA project sity and scope required tbe tactics to m npact, including: Frequent media announcements, providing updates om the progress of the campaign by highlighting the growing momentum and addition of iconic natks, supporting organizations and partners . ing a combination of traditional and non-traditional PR. tactics (such a5 y proclamations, and wolving civic lex = An aggresive comm local governments, property managers, etail/hospitality/toutism ateactions, sport vemues, cultural icons, community associations, and schools (i.e. di afraid of the dark” stickers to students in Georgia. . 1 internal communication teamns with tools re employees and customers utilizi Utilized a number of key spokespeople to serve as main voices for the event 1g WI officials, local officials such as Atlanta Mayor Shitley and corporate /ingistical parmers in media interviews, © Holding weekly “steering committees” meetings led by supporting agencies, ompried of corporate and civic leaders to ersure widespread participstion. community acceptance and public safety Developed comprehensive media and sponsorship kits including videos, press releases, bios, and city images from the intial Earth Hour event held the previous year in Sydney, Australia, MEDIA RELATIONS CASES o Developed media partnerships with Cox Enterprises, N {The Weather Channel, T atdeli Square, of America 440 busldings the Sydney Opera Hi and Niagara rks also went datk, in Coca Cola’s digital billboard in Times Square, ad's Golden Arches. The events wore covered in all major U.S. media outs, ated Press, ABC, AFP, New York America, CNN, The Today Show, and on Oprah (who said “sen Sohow she dasenbed the eventhi covenge om mere than 260 orl US. TV stations, and lnundreds of newspaper and radio sations placements, ‘with media impeessions exceeding several hundred malin. An extensive online presence fueled by prominent features om top sites including Google.com, MSNBC.com, The Drudge Report, Yahoo!, «com, Daily Candy, Ideal Bite, and TreeFlugger.com; thecasea tlobal event website had more than 7 1» pouinds of CO ns of gas consumed, and 158 acres of tees planted. nsidered the event overvhel unique visicors wit e event, Georgia des EXHIBIT 3A Earth Hour Fact sheet ‘ABOUT EARTH HOUR Earth Hour start in 2007 in Sydney, Australia when 2.2 millon individuals and more than 2.000 businesses turned their lahts off for ane hour to take a stand against climate change. Only a year later and Earth Hour had become o global sustainability ‘movement with more than 80 milion people across 35 countrewterr tories Participating. Global landmarks such asthe Sydney Harbour Bridge, CN Tower in Toronta, Golden Gate Bridge in San Francisco, and Rome'* Collosseum, all stood In darkness, 35 symbols of hope fora cause that grows more urgent by the hour In March 2009, hundreds of milions of people took part in the thitd Earth Hour ‘Over 4,000 cities in 8 countriesterstories officially switched off to port forthe planet, making Eartn Hou 2009 the wore largest global change initiative (On Saturday March 27, Earth Hour 2010 broke new records for participation with 128 countries and territories joining the global display of climate action. leone buildings and landmarks from Asia Pacific to Europe and Aftica to the Americas switched off. People across the world from all walks af Ife turned off tir lights and ‘came together in celebration and contemplation of the ane thing we all have in commen-—our planet. ‘And Earth Hour just keeps groming. On Saturday Mar biggest Eorth Hour ever 135 countries took pas Jn, Uganda, Sealand, 6th, Earth Hour 2011 many forthe fist tan, chad, idad & Tobago, and Lesotho, Earth Hour 2011 matks the beginning ofa new era, with individuals, organizations, and goveramants asked to-g0.beyondl the hour by committing to-ongoing action for ‘he planet. Visit our Beyond the Hour platform to share your stores and ta get | Inspiration ‘on Saturday 31st March at 8:30 pr—so save the date and keep coming back to earthhour.org to find out what's in store and haw you can get involved,70 case a1 Earth Hour by WWE Earth Hour is organized by WWF. With snot 5 mon supporters and a lob ne Sorkin over 00 courtecterorey its ae of the mor larget an most so top the ‘Gpected nependertcorseationorgenztons Ms min it stop {egrodoon of te Eats natural envionment and bu ute where people In tomeny wh tie arth Hour timetine “Turn back the eleek on Earth Hour and ciscover why, how, where, and when i al started Wity get invelved ut spy, because our future depen ont Earth Hout has done aot ore Shotere’ of ssa sues Bu there's more ot thonstening of Bg or {ne hour once a year's al abou ing people a wice and working together to Create» bere future frou planet, MEDIA RELATIONS CASES n (EXHIBIT 348 Press Release Press Release ‘America Realy to Turn Out and Take Action for WWF's Earth Hour ‘rom Coast to Coast Hundreds of Major US. Cities. Kone Lancmarks and Milions of Cizens to Vote for Change on Saturday, Merch 28 ot 830 pam, For Release: tar 27,2008 WASHINGTON—March 27, 2008s Earth Hour ‘the word on Saturday. arch 28 at 8:30 p.m, try wil be showing their support for action on light switch on tie historic night From Intimate candilit dinners tothe darkening of the Las Vegos Strip, Americans ‘om all walks of fe will be turing out for Earth Hour, and teking action by meking 2 global statement af concem about climate change and @ renewed commitment to {finding solutions tothe exalating climate cri, Organized by World wilde Fund, the work's largest muttinational conservation ‘organization, participation in Earth Hour continues to grow dramatically in the United States by the hour a keane landers, organizations of des through time zones around 3 of Americans acrozs the cur: te change by voting with thew Houston, Las Vegas, Loe St Louie Tueson, and ton, D.. In each ofthese cities, individual, businesses, and organizations are partiopating in activities to engage, n, and spread the message that together, each one of us can make a difference on this global issue Flagship states include Arkansas, California, Michigan, New Mexico, and Pennsylvania, Earth Hour activites involve many of America's most conc lanearks and attractions, indiutinga broad array of people places and things, including the following highlights Atlanta On the night the lights go out in Georgia, some of Atlanta's most well-known land marks and buldings, such asthe Bank of America Plaza, Philips Arena, and The Var sity restaurant sil join more than 500 buildings throughout the metro area as they darken against the southern sk. chicago ‘As Earth Hour blows through the Windy iy, Chicago's soaring skyscra the Seas Tower sppens in Vegas, normaly stays there, But when the infamous Strip goes dark ‘hour forthe first time in history, its worth talking about, city visitors and bein luck asthe "Welcome to Fabulous Las Vegas" sign, Stratosphere, permine Gayest digital screen inthe worid) and cise shina jut for an extracrcinay, historic svent os Angeles ‘As one ofthe last cies to celebrate Earth Hour, the Gity of Angels knows how to {reate a big ending, with landmarks from the Santa Manica Pier to Hollynood's big: {gest studios helping pull down the curtain onthe largest climate change event Inn cases together at an event at LA, Live with celebrities, perfor 0 cat thet votes in unison histor. They wl mers and pl bs businesses, and ctzens throughout the area wil be celebrating Earth downtown core powers dow fers inaugural Earth Hour. tys Famous honkytonks wil join a chorus of suppor 1 out from the local country music scene, induding singer Jo Dee Nesina, who Will Be performing a free acoustic concert under a darkened marquees of Broadway's th big wy. New Yorkers idings thro ‘Dausts for one hous to reflect on way to increase sustainably practices. Son Francisco ; As the lights go out onthe Golden Gate Bridge, Coit Tower, and the rarsAmarica | Buling the Cty by the Bay wll enjoy an hour without power s a returning Eart Hour flagship iy. ‘Washington, D.C birthplace of the incandescent ight Exprionce Project nd YouTube arn Heursopensource nature hasbeen the evng fore behind the camaion imate change event in history, the United States wil be joined by and vitages around the, MEDIA RELATIONS CASES B ' Copentagen Ruska tampur Moscow Roa = bubai * London = Mamba: Rome = Hong Kong Manis = Nairobi * Singapore = snbul = Mesco Gy Pas = Toronto “The Great Pyramies of Giza the world's greatest symbol ofthe power of headsup a ist of more than 800 landmarks around the world switching off lights for Eth Hour, including 1 Table Mountain in Cpe Town Wembley Std Arch in Landon ‘The event on Mach 28th just one step n an ongoing efor to fight cmate change. After the ligt meh wi th Hour and ways to get involved can be found at ow EarthHourlS org National partners for \WWFs Earth Hour 209 are Esurance, Cox Enterprises, The Coca-Cola Company, Wells Fargo and Hewlett-Packard fs Buenos tes Cape oun and Earth ro ge ca be fo ‘hp. Participant interviews avaiable upon request