Reef job and Earth Hour among 50 best publicity stunts of all time’
Two Australian campaigns have been included on a list of the world’s best PR stunts.
The rundown – compiled by the UK-based PR firm Taylor Herring – includes Tourism Queensland’s ongoing best job in the world promotion and Earth Hour on its list.
The Tourism Queensland project was masterminded by ad agency Cummins Nitro, while Leo Burnett Sydney had a major hand in Earth Hour.
Ironically, the list does not include any publicity stunts created by Aussie PR agencies. However, that may be partly because the list includes an emphasis on British campaigns.
(Hat-tip: Trevor Young)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Earth Hour a stunt? I thought it was meant to be a catalyst for meaningful change for the biggest issue facing the Planet… I guess they must have seen right through it for what it really is
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is there a reason it can’t be both?
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…apart from an alarming lack of substance I guess not
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so, what you’re saying is, an environmental campaign that got a billion people around the world to make a symbolic gesture supporting effective government action on climate change – specifically to support a 25% cut in emissions to avoid a 2 degree rise in global temperature – had no substance?
I’m interested to know what you require for a campaign to be substantial.
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In essence SUBSTANCE….. you answered your own question Bazza by the use of the word symbolism… it has translated into squat in lowering emissions…and possibly, even worse has deluded people into believing that they need to do nothing other than flick a switch for an hour a year rahter than modify their behaviour on an ongoing basis. In Australia it has NO material impact in lowering generation, which being an obvious expert you will acknowledge is where the emmissions come from
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you’ve entirely missed the point. it’s about showing support for government intervention, which is the only way to lower emissions. Of course switching your lights off for an hour has no material effect, it’s not intended to.
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I would argue that it has had an impact… that of allowing people to assuage their guilt with a symbolic gesture rather than any meaningful action…as for prompting Government intervention?? Nice thought albeit highly unlikely… The NSW government have even cynically clambered on to the Earth Hour bandwagon to enhance their green credentials by sending out press releases using equally symbolic and equally unsubstantial estimates on greenhouse emissions saved through this event via State Owned Electricity companies in NSW. The unfortunate thing with tis issue is that it is inherently complex and hence not able to be impacted by stunts well meaning or not
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climate change is complex, yes. Encouraging political action to reduce emissions is not, however. Do you really think governments will restrict big polluters without a massive display of public support?
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My direct experience with this issue tells me no they won’t won’t…. politicians deal obsessively in perception of change not real change. What they really have done over the last ten years or specifically since this has issue has emerged into the mainstream is fail to invest in renewable generation, invent deliberately overly complicated carbon offset and trading schemes all run by top heavy administrative structures requiring public funding via taxes. In the same period they have deregulated the electricity industry which has resulted in financial incentives being provided for higher volume consumption including those operating in the very large end of town.. so whilst I think the argument to influence change is sound the reality it is undermined by two things… politicians desire to superficially address a real issue and the publics absence of knowledge and engagement
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