The lights are going out all over Europe. And indeed the world.
No, not a reference to the worsening economy, but to an event that is set to become the largest joint action against climate change in history.
The WWF stunt Earth Hour is aiming to inspire more than one billion people in 1,000 cities around the world to switch off their lights for one hour, sending a clear signal to global leaders that international action is needed on climate change.
On Saturday March 28th at 8.30pm, thousands of premises worldwide will be joining in the stand against wasteful overnight office lighting. The lights will go out and where it’s an active workplace people will be working by candlight, apparently.
Taking part are city administrations including London and Paris, and buildings as diverse as the Sydney Opera House, the CN Tower in Toronto and Moscow’s Federation Tower, as well as hundreds of global organisations ranging from IKEA, HSBC and Coca-Cola.
Even that well-known bastion of sustainability best practice, the News of the World, has pledged its support – although you would have thought Saturday night is a rather busy time for a Sunday newspaper. Maybe they are giving them free coverage instead of working in the dark.
This week, SKV staff have been suggesting participation in Earth Hour to some clients, including bars, restaurants and other night-time locations. And so far the response has been very encouraging.
Cynics might say that one hour on a Saturday night is hardly going to change the world. Organisers will doubtless say that once the conversation has started, it gives the chance for further momentum on the issue.
Yet it does throw up a thorny problem for city marketers and politicians trying to attract inward investment. Signed-up North West councils include Blackburn with Darwen, Manchester, Trafford and West Lancashire.
But what would lights turned out every night – presumably the long-term aim of the campaign – say to potential investors and visitors? That we are a booming, buzzing, vibrant business and leisure metropolis? Not exactly.
It’s a live example of the brakes that sustainable policies are often seen as put ting on business growth.
It will be a brave city indeed to be the first to call on its property owners and occupiers to switch off at night time permanently.
One building where the business has gone out but the lights are still on is the 120,000 sq ft former ILVA home store on Manchester’s Great Ancoats Street.
It may have gone into administration last June, but its lights shout out every evening, as if in a desperate attempt to attract a new owner who just happens to be driving past in the dark.
With rising energy costs, this nightly light show must be costing a pretty penny.
I can’t be the first person to wonder who on earth is going to be paying this particular bill?
Tags: destination marketing, Earth Hour, public relations, sustainability
