Out of home icons the BFI IMAX, Piccadilly Lights and screens across Westfield London and Westfield Stratford City powered down to mark Earth Hour this weekend (March 23 8.30pm).
The outdoor locations joined other prominent landmarks including the London Eye, the Tate museums and Buckingham Palace in a symbolic gesture to support the WWF’s day of positive action.
Thousands of people in more than 190 countries and territories were expected to switch off their lights for 60 minutes in a moment of global unity for nature restoration, shining a light instead on the planet, the climate crisis and the need for urgent change.
In 2023, the WWF says that 410,000 hours were given to the Earth via environmental activities. This year, the charity aimed to create the #BiggestHourForEarth yet.
Leading the way in central London, the Piccadilly Lights broadcasted a five minute countdown to the switch off moment at 8.30pm before turning completely dark. The Lights, which rarely switch off and usually only during moments of national mourning or war, participated with the agreement of Landsec.
The largest and most unique advertising canvas in Europe, the BFI IMAX in Waterloo which is lit by 48,000 LEDs switched off.
And in a further a sign of solidarity, 19 outdoor screens across both of the Westfield retail and leisure destinations blacked out for the hour.
Tim Platt, Director of Marketing, BFI said, ‘Environmental sustainability is at the heart of the BFI’s strategy for the next 10 years so we are proud to support WWF’s Earth Hour by switching off BFI IMAX to raise awareness and visibility for a defining issue of this decade via one of the most iconic cinemas in the world.’
Melanie Lalou, Head of Westfield Rise UK, said: “We’re proud to announce our support for Earth Hour by switching off all 19 of our outdoor screens throughout Westfield London and Westfield Stratford City. This symbolic gesture, alongside other iconic landmarks, underscores our dedication to proactive measures for our planet. Teaming up with Ocean Outdoor, we aim to highlight the pressing need for change and demonstrate solidarity in a worldwide effort for nature restoration.”
Holly McKinlay, Director of Strategic Communications and Brand, WWF-UK said, “WWF’s Earth Hour is a moment of global unity that brings people from all over the world together, shines a spotlight on the climate and nature crisis, and inspires people to act and advocate for urgent change. We know that most of us in the UK care about nature, and concern about climate change and the environment is a top issue for the public. Small actions can make a big difference, so we can’t wait to see how many people get involved this year and give an hour for Earth to help bring our world back to life.”