World Wildlife Fund's (WWF) Earth Hour has partnered Havas Media Group's mobile marketing brand Mobext for a Twitter campaign 'Tweet Your Leader' to highlight the issue of climate change.
The objective of this campaign is to mobilise public support for firm action on climate change as leaders converge in Paris for the world's largest climate conference, Havas Media said in a statement.
In 2015, Earth Hour aims to engage individuals, businesses and organisations in 172 countries and territories during the hour and beyond to harness the power of its millions of supporters towards the issue of climate change.
"As the world's largest grassroots movement for the environment, we were keen to connect the grassroots to corridors of power during COP21, a critical milestone in global climate efforts.
"Through 'Tweet Your Leader', we aim to show leaders seated in the meeting rooms that the world is standing with them to make climate change history," Earth Hour Global Executive Director Sid Das said.
This campaign runs in conjunction with the 21st Conference of the Parties, or COP21, being held in Paris from November 30 to December 11, which aims to codify binding commitments to stem and roll back greenhouse gas emissions responsible for climate change.
Prime Minister Narendra Modi has participated in the conference.
"While working on this campaign, we were focused on ensuring that the integration process with Twitter was kept simple to allow for ease of use and we feel it's already getting a lot of traction with users," Mobext Singapore General Manager Kat van Zutphen said in a statement.
Mobext had partnered Earth Hour to launch #TweetMyPower campaign, a fund-raising platform aiming to use the power of hashtags to mobilise support for the movement in the lead up to Earth Hour 2015.
