Mar
Earth Hour. Really??
Yesterday the world celebrated Earth Hour.
I saw on NDTV and read in the news stories of how countries across the world, as switched off their lights for 1 hour.
While this is indeed a progressive step towards a Greener world, I was sad at the entire marketing gimmick the Earth Hour stood for!
Sample this:
1. NDTV showed pictures of a pompous celebration at India Gate. The lights turned off in a countdown, and soon there was basically a huge celebration. Singers danced and sang. The Chief Minister gave a speech. There was lots of celebration to mark the event and show everyone that the government cared. Just that lights were dimmed out. Who would want to miss out on a few minutes of fame here and there?
2. There was discussion on how people would get to watch IPL during thet one hour called Earth Hour! Huh. And some channels carried an added news show to show viewers who could not catch the action! The Earth Hour would have had a greater significance, if Lalit Modi had decided not to schedule a match that evening. Well does anyone care? For Earth Hour? Yes, if its a vehicle for more publicity and fame.
3. Every NGO tried its best to contribute to its visibility as part of the Earth Hour. An embassy in Chennai switched off their lights for one hour and then someone provided a soundbyte to explain their support for Earth Hour.
This is just a snapshot of my observations.
My point is simple: Would people have cared to participate in Earth Hour if there was no video coverage of the event? I would say no. There are still very few of us out there who really care for a Greener India..let alone world.
Did we really save energy for this one hour (supposedly 1 hour every year since 2007 when it was conceptualized by Andy Ridley of the WWF) this year?
Well yes, u may say.
And No, u may agree after calculating the rise in TRPs of TV channels trying to profile the event since a few days.
My suggestions to the observants of the Green World campaign:
1. Have a “Earth Hour” once every month, and make it a lifestyle; rather than have it once a year and make it a show-stealer.
2. Provide incentives to consumers of electricty (u and me included) to observe an “Earth Hour”: This would need some design and definition. Perhaps a rebate on units consumed between a certain time of the day or during a certain season. Believe me..it works when you bring in the financial rewards!
3. Track energy saved during these ‘Earth Hours’ and use the information for design and development of better products and devices that are greener and more energy efficient. I wonder if the energy companies really cared about yesterday’s earth hour!
4. Switch off unused lights and devices during off-peak or closed hours
Well we each have our own responsibility to save energy, but I am talking of the big buildings and towers on the streets and the tourist attractions. Does the Sydney Opera House have to flash all its full colours in the wee hours of the morning, when there are no(or very very)few visitors? I havent been to Sydney so I wouldnt know, but really..its something to think about.
An hour saved everywhere by each of us, ultimately all adds up. Not the once a year- media frenzy over switching off lights on India Gate, Opera House, Eiffel tower and long oratory serenades of movie celebreties and superstars (Thank you Abhishek Bachchan. By the way..how much did they pay you?)
Proponents of the Clean and Green energy campaigns would probably be upset that I ve set out to critisize the spirit of the Earth Hour. I am not. I am just pointing out the wasted ‘energy’ (pun intended) in marketing the same!
Update: I was reading one of the links posted on one of the comments below. Well seeing the pictures actually. If you actually look at some of the pics, you will see the lights switched off and the streets brightly lit – lit by the heavy traffic that runs on the streets and freeways.
Did someone think of a way by which the collective illumination of car headlights can be tapped to power public lighting in the area (or even the streets!). i mean…we wouldnt really need street lights..thats one innovation that can go a long way! Think about it..
Shantan
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10 Responses to “The Marketing Gimmick Called The Earth Hour”
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Totally agree with the title , Shantan. The radio was continually blaring- Dhak Dhak Go – under the pretext of Earth hour supported by the sponsor in question.
Also isnt celebrating earth hour a huge slap on the faces of so many Indian cities who celebrate 2 such earth hours everyday due to load shedding ?
We knew it was coming…Now a political controversy on the Earth Hour!
http://www.ndtv.com/news/india/congress-leaves-abhishek-in-the-dark-18583.php
Woa!!! One hour for the earth…one giant leap for the politicians and stars!
Indeed a very interesting thought. If u look a little down the memory lane we are being forced to practice earth hour by the electricity dept. The power cuts at wee hours have always been there. I don’t see an add up or benefit f the power so saved isn’t measure and efficiently used.
I think the corporate office need to work on saving powers, not just saving but having a count of saved and re-invested properly else where..
Regards
Ashok
Marketing gimmick for sure but one should not forget the impact it has made.
In metropolitans the media glitz was there agreed but what about states like Bihar,reeling under acute power shortage, still prepared to give that 1 hr for saving earth.Sure it went unnoticed but the impact was there and it was marketing which made it happen.The trickle down effect of this campaign is humongous.I could see people in my locality(Ara,Bihar) putting their lights off.
Never mind the marketing gimmick it works ………..
Nice article.
I agree with shantan that earth hour should be observed monthly and yearly. In my hostel, most of the students switched off the lights but many refused to do so because they feel that 1 hr saving in an year won’t matter much. We need to change this thinking and the best way to do this, as shantan says, is to make earthhour our life-style.
I agree and I got your point. I hope they can consider also the consequences that may occur for having a celebration during that time. One hour is not enough to save energy. And having a celebration would only cause an increase of used energy. Someone in the higher position would suggest and convince the people to save more energy or do some green stuff such us turning off unused appliance like tv, elec. fan,washing machine; switching to stainless steel tiffin container instead of using plastic bags, tree planting, etc. I hope we can still make a change for the year 2010.
Your post makes sense. Have a look at this – http://www.boston.com/bigpicture/2010/03/earth_hour_2010.html – these are some of the most recognisable landmarks on the globe.
I am not the only one who thinks that most look more beautiful without their jazzy lights. The brightness is blinding!!!
@Viky – You summed it up perfectly!
@others – take a look at viky’s link above.
having an earth hour to switch off those wasteful lights and show the world that we care – is a slap on the face of those who dont have electricity or clean energy everyday!
…..And two days back the world celebrated Earth Day!
Some progress indeed!