Businesses support Earth Hour in Russia
Earth Hour 2017 was dedicated to the responsible treatment of the planet’s resources. The partners supported the idea to build the event around major environmental problems, divided into four blocks, by the number of natural elements.
The general partner of the event, and the partner of the “element of forest” was woodworking company Kastamonu. For many years, it has been actively participating in environmental projects and events initiated by WWF and Forest Stewardship Council (FSC) – an international organization that created a system of verifying the environmental and social responsibility of forest management.
Coca-Cola, the world’s largest producer of non-alcoholic beverages, became the partner of the “water element”. The Company supports WWF-Russia’s nature conservation projects, including the Bear Patrol and Nature Reserve and National Park Contest. The “earth element” was supported by Mars Incorporated, the producer of food products and pet food, and the “air element” was chosen by Investment Company IC Russ-Invest.
Other partners of Earth Hour in Russia included chocolate and confectionary manufacturer Ferrero Russia, retail group Auchan, and restaurant chains, “Dve palochki” and “Marchellis”. Earth Hour consumer events were organized by cosmetics company Aveda, which also provided candles for Earth Hour events organized by WWF.
WWF presented diplomas to the partners of «Earth Hour» on the eve of the event, on March 24, at the Higher School of Economics in Moscow. Dr. Mathis Wackernagel, the founder and president of the Global Ecological Footprint Network, delivered a public lecture for WWF’s partners and supporters and for the university students. Dr. Wackernagel is the author of the methodology for calculating the human ecological footprint and the anthropogenic impact on the Earth's ecosystems. WWF uses this method to publish the Living Planet Report globally, and in Russia, a report on the ecological footprint of Russian regions.
Same as the previous years, this year many companies turned down or off the lights in their buildings to show support for the environmental movement, including WWF’s long-standing partner Tetra Pak and plant-based cosmetics company Yves Rocher.
Earth Hour, as any large-scale environmental campaign, requires a wide media support. This year media partners included Metro Newspaper, Rossiya Segodnya, Gazeta.ru, Avtoradio and Living Planet Channel. Other companies that helped promote Earth Hour included Laysa Digital, Criteo, Delovaya Sreda (a subsidiary of Sberbank group), IKEA, RESO-Garantia, Tinkoff Bank and Yandex Company.
Social networks also joined the campaign, including VKontakte, Odnoklassniki and Moi Mir. Vkontakte broadcast an Earth Hour event online with its VK Live application. A famous Russian rock group Mumiy Troll took part in the broadcast, and its leader Ilya Lagutenko gave an exclusive interview and presented his new song. Users of Odnoklassniki used OK Live app to talk about their participation in the world’s largest environmental event using the event’s hashtag in Russian. Moi Mir social network prepared a surprise for its users: on March 25, a lamp, one of Earth Hour symbols, appeared on its website logo.