BEIJING—The World Wide Fund for Nature has appointed Weber Shandwick to support its China campaign for Earth Hour, a global event asking households and businesses to turn off non-essential electricity for one hour to raise awareness towards the need to take action on climate change.
In 2009 and 2010, Weber Shandwick also supported Earth Hour in China through corporate outreach, but this year the firm’s role has been expanded to incorporate strategic counsel, media outreach and PR support for Earth Hour’s "Beyond the Hour" campaign which calls for governments, businesses and individuals to make “one change” for the planet. The firm is working to raise Earth Hour’s profile in China through social media engagement to attract participation.
According to Jim Gradoville, WWF China CEO, “We are very pleased to once again partner with Weber Shandwick in promoting Earth Hour. Through their support, we have expanded our media relations to reach more people across China than ever before. I am confident that this year will be a resounding success.” 
The firm is also providing support for Earth Hour in Singapore for the third consecutive year, including strategic counsel, media relations, and event promotion for the program.