Grassroots? How can it be "grassroots" when it was conceived and run by a major multi-national media corporation and a huge muti-national environmental outfit?
|WWF Australia Annual Report 2011
Earth Hour was conceived by WWF and The Sydney Morning Herald in 2007, when 2.2 million residents of Sydney participated by turning off all non-essential lights.
The Wikipedia entry also notes that:
The Australian, a competing news outlet, said that journalists at Melbourne's Age newspaper claimed they had been pressured not to write negative stories about Earth Hour because of the parent company's sponsorship arrangement. The Australian went on to say that on April 10, a statement from the journalists claimed that "Reporters were pressured not to write negative stories and story topics followed a schedule drafted by Earth Hour organisers".
What exactly is the "sponsorship arrangement" that Fairfax Media has with Earth Hour?
A quick delve into a few years worth of Fairfax annual reports shows that it is a lot more than a "sponsorship agreement". Fairfax Media actually owns 33% of Earth Hour Limited.
|Fairfax Annual Report 2011
|Fairfax Annual Report 2009
The annual reports don't provide any breakdown as to the revenue, expenses and assets of Earth Hour Limited.
|Search result for Earth Hour annual report