On 27 March 2010 between 8:30 and 9:30 pm the world joined hands and switched off its lights in support of Earth Hour. MTG, together with WWF, had invited some of Sweden’s most famous artists to participate in an outdoor concert in Kungsträdgården in Stockholm.
This was the second year in a row that MTG Radio hosted the Earth Hour concert. This
year saw an increase in the 2009 audience numbers as 7,000 people gathered to watch Velvet kick-start the concert 30 minutes before the lights were switched off. WWF’s secretary general Lasse Gustavsson said a few words to the audience and was then helped with the countdown to the switching off of the lights by RIX FM radio presenters Titti Schultz and Erik Wedberg.
During the dark hour all performances were acoustic and the stage lighting was powered by pedal bikes ridden by the Swedish national cycling team.
Artists performing at the concert were Darin, Broken Door, Laleh and Andreas Johnson.
The concert in Kungsträdgården was just one of the activites that MTG did to help Earth Hour become an even bigger global event. 12 of the countries in which MTG is present supported Earth Hour. TV spots were aired on free-TV channels in Sweden, Slovenia, Norway, Hungary, Lithuania, Estonia, Bulgaria, Russia and even Ghana. Furthermore there were radio commercials, banners and widgets on channel’s websites, news reports, awareness e-mails to customers, press releases, information in the service hotlines, and even online and Facebook games. Internally our staff added awarness banners to their e-mail signatures, office competitions took place and information was distributed.