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Coca-Cola India re-affirmed its commitment towards energy conservation and climate protection by commemorating the Earth Hour on March 27th, 2010 across the country. A series of awareness raising initiatives were organized to support Earth Hour starting March 24th – 27th, 2010.
As part of the initiative, nearly 100 bus shelters in Mumbai, India, were selected and designed to carry the message of Earth Hour and to urge people to switch off lights and take the lead on climate change.
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Earth Hour activation initiatives
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In addition, 4 mobile vans, customized to carry Earth Hour messages, moved across Gurgaon. Hundreds of T-shirts with Earth Hour messages were distributed amongst the associates to spread the word on Earth Hour.
Several mass media medium like electronic and radio channels as well as social media were utilized to increase the awareness amongst the communities and address larger issues of Environment & climate change. Over 7.5 million impressions were registered on sites like Bharatstudents.com, Bigadda.com and Facebook.com.
The initiatives also included switching off lights at the office of Coca-Cola India in Gurgaon and the offices of its bottling partners. Many company associates also joined by switching off the lights at their residence to mark the event.
Earth Hour activation initiatives
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Coca-Cola in India joined thousands of communities, organizations and individuals in raising awareness about actions we all can take to slow, stop and eventually reverse the effects of climate change. The various initiatives organized to support Earth Hour by Coca-Cola in India along with its bottling partners are the drops of a larger vision aimed at driving real momentum in fighting a universal issue like climate change.
Earth Hour was a symbolic event that helped raise awareness and provided an opportunity for The Coca-Cola Company to demonstrate and reaffirm its commitment to climate protection. The initiative received a phenomenal response from the citizens of the country. Overall, a record 126 countries and territories – including more than 4,000 cities, towns and municipalities and hundreds of millions of people across the globe – took part in Earth Hour 2010.
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