WWF China and OgilvyOne Beijing have joined hands again this year to support Earth Hour
by creating a new “Blue Sky” iPhone app that allows users to turn their photos of polluted gray skies into
clear blue skies with a simple finger wipe. Users can share the before and after pictures on their WeChat
Moments and Sina Weibo (Chinese microblog). In addition, the app invites users to pledge against air
pollution by signing their phone screens and sending their signatures to the WWF website, where all
supporters’ blue signatures will be combined to collectively clear away a gray sky and inspire a movement for
Chinese film celebrity and WWF Earth Hour global ambassador Ms. Li Bingbing will kick off the live event
on March 29 at 8:00 pm at The Place (Shimao Tianjie), a popular shopping destination in Beijing with Asia's
largest outdoor overhead screen. After signing a pledge of support through the app, Li Bingbing’s signature
will be projected onto the overhead screen to inspire others to action. Shoppers and passersby can also
pledge to the movement by signing their own names through the “Blue Sky” app on one of several iPads onsite.
Signatures collected will be shown on TV screens on-site that will show gray skies being transformed
into blue skies from a mosaic of blue signatures.
Social@Ogilvy Shanghai has also pitched in to create custom content for WWF China’s ambassadors to
share across their own social networks. The team is engaging social media influencers and celebrities in
business, athletics, health, literature, lifestyle and the arts to help further spread the message on Sina Weibo
Dan Wang, Brand Manager, WWF China, commented, “As China’s smartphone market reaches a 90
percent penetration rate this year, an innovative and meaningful mobile app can make a big difference in
helping us reach more Earth Hour supporters in China. This is why our partnership with O&M is so
important. They've helped us introduce a digital and social element that can engage millions of people to join
the global community and take personal action to reduce air pollution now.”
Doug Schiff, Executive Creative Director of OgilvyOne China, said, "Many in China feel only the
government can improve the worsening air conditions, but WWF wanted to encourage individuals to think
up and support individual initiatives, and this app is a step in that direction."
Born in 2009, Earth Hour has become the biggest public engagement event in China, taking place in a
variety of historic landmarks such as the Bird’s Nest and the Great Wall, with those locations showing
support by turning their lights off. The yearly event has also broadened in message and relevance, with the
struggle with air pollution being a key focus this year.
The “Blue Sky” app is available in English and simplified Chinese. It is now downloadable through the App
Store and is compatible with iOS 6.1 and later.view more - The Sustainability Channel