Evaluation of the WWF's Earth Hour 2018 Campaign and Its Influence on Metro Manila Residents
Areola, F. E. Q. & Maranan, F. V. (2018). Evaluation of the WWF's Earth Hour 2018 Campaign and Its Influence on Metro Manila Residents. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.
A theory-based evaluation using Hornik and Yanovitzky's Campaign Evaluation Model was conducted on the World Wildlife Fund's Earth Hour 2018 communication campaign. A direct content analysis was used to examine messages in the campaign, while a structural equation model was developed that analyzed Metro Manila residents' routes of influence, exposure, global warming and climate change knowledge, attitudes, and intentions to perform pro-environmental behaviors. Results indicate that the Earth Hour 2018 campaign was primarily concerned with promoting pro-environmental actions and behaviors. Analysis of quantitative data from surveys administered found that Metro Manila residents possessed an average level of knowledge about climate change science and pro-environmental behaviors, positive pro-environmental attitudes and possessed high intentions to engage in behaviors related to climate change mitigation and adaptation. The structural model revealed that audiences’ indirect exposure to the Earth Hour 2018 campaign was primarily through social diffusion. A modified model was developed which yields the optimum levels of exposure, knowledge, attitudes, leading to behavioral intent. The developed model contained seven latent constructs: degree of exposure, social route of exposure, GWCC knowledge, GWCC attitudes, GWCC behavioral intent, as well as exogenous factors, namely age, educational attainment, and monthly household income.