CLP launches digital call for Earth Heroes to combat global warming

 The campaign enables the public to be the 'hero' themselves. The initiative will be linked to the likes of Facebook, Twitter and Blogger to allow Earth Heroes to recruit family and friends to join them in the campaign. The entire project is developed by creative agency Publicis Hong Kong.

The site provides detailed information on how to commit on a daily basis to green living. Topics include using energy-saving lightbulbs, unplugging electric appliances after use, taking shorter showers and using online as a payment medium instead of paper bills.

The interactive elements of the project asks people to commit to one of the green routines then upload their head-shot on the website. The participant’s face will be implemented into a pre-recorded video as the ‘Earth Hero’. He or she will play a mega-star role within the storyline about good deeds and environmental achievements. Chow Lap Man, director of marketing and customers services at CLP has set himself as the example in the video.

Chow said, "In our view, the best way to drive change in terms of helping people lead greener lives is to affect high level values through education."

The Earth Hero programme has also been internally with CLP staff members. The project opened an internal innov8 platform in August, a social media network for employees to share stories, swap tips, post comments and photos relating to green living. It hosts a total of 1,700 users (one-third of all CLP staff to this date) and 200 tips and stories.

"Customer’s participation is the most crucial point for greener future. We simply want to bring out, everyone could be an Earth Hero,” Chow concludes.

The campaign is also supported with advertising in local MTR subway stations around Hong Kong.