Earth Hour may be losing steam as novelty wears off, expert says - Arts - Canada - World - The Telegram

TORONTO - More Canadian municipalities are pledging to power down Saturday for Earth Hour, but an expert says interest in the event may already be fizzling.

Earth Hour has "done a great job of capturing the imagination of an awful lot of people around the world" to raise awareness of climate change issues, said Mark Sarner, who specializes in marketing for non-profits.

But "just more of the same gets old fast," he said Friday, noting most marketing campaigns will fade after a few years without something new to draw the public's attention.
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Earth Hour shouldn't be judged based on how much energy it saves, said Sarner. Its real goal is to send a message to policy-makers that people care about climate change, he said.