Earth Hour 2016

Earth Hour 2016
WWF — World Wildlife Fund for Nature is a major international non-governmental environmentalist organization with five million supporters working in more than 100 countries.
CLIENT
WWF Russia
OUR WORK
research, design, development, support, server configuration, hosting
LAUNCH DATE
March 2016
60.wwf.ru

Annually, over 1,200 ecological projects implemented. Russia has over 17,000 followers. More than 30 companies became members of the corporate club and take part in financing WWF projects in Russia.

The Earth Hour is one of the most well-known WWF events, as well as the activity which involves the largest number of people in the history of mankind. WWF urges people to switch off the light and electrical appliances for an hour to show that it cares for the future of the planet. The illumination of the most famous buildings and monuments in the world is turned off to support the event. This country has been holding it since 2009.

The Earth Hour 2016: how it was. Official video.
GOALS
  • Draw people’s attention to ecological problems
  • Ensure greater participation
  • Raise funds for the targeted WWF program in Russia
  • Increase the number WWF supporters in Russia
We faced a huge task of ensuring top involvement of web-site visitors in this activity.
We were to make it work without a hitch at top load period. To draw the people into this activity, we used a registration form including elements of play-every visitor could light a candle to support the event. Every participant received an emailed certificate with his/her name in it.
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PARTICIPANTS
Several thousand users visit the Earth Hour web-site in 3 weeks, more than a half of them joining the event the day it is held. Our programmers used several strategies which enabled them to withstand the pressure.
The server formed a certain cluster of 5 computers, one of them physical and the other four virtual. One computer equipped with a light-weight Nginx web-server was distributing the content. The server was to receive the user’s query, process all the static content: pictures, javascript, css, redirect the query to php-script, receive the generated result from it and provide the page to the user.
Vladimir Spirin
ENGINEER - SYSTEM PROGRAMMER
To ensure web-site efficiency at peak loads, we optimized the server. Cache was something we first thought of. To streamline the process and reduce risks at peak loads, we used Redis (high-efficiency data repository).
Nikolay Murtakov
Programmer
For several thousand people to be able to «burn» their candle on the map simultaneously, we didn’t have to generate points on the map each time. Nor did we increase the server load. Once a minute we created a json file, which the site called for to display all the points. We also utilized a clustering system that gathered user markers into a single point depending on a chosen scale. It also showed the number of markers. Clicking the common point produced the list of all participants of the event.
Nikolay Murtakov
Programmer
To further minimize back-end load, part of the operations and functions was carried out using front-end means. To speed up the work of the website for css and js-scripts, we used gulp. To bring down the number of server queries, icons in css files were encoded into base 64. Downloading videos was also optimized. Not to preload js-scripts (videos from You Tube), previews were shown. If required by User, a frame featuring a clip and scripts were also sent.
Nikolay Murtakov
Programmer
The Earth Hour is an opportunity to draw people’s attention to ecological problems and tell them how to help the planet. The theme of Earth Hour 2016 in Russia is an ecological footprint. The website also highlighted it.
eco
All visitors to the site could take part in a quiz “Who are you for the planet?” see one’s personal ecological footprint and learn the ways to minimize it.
Everyone could join the campaign “Preserve your Forest” and donate money to WWF in Russia. Two interactive counters on the website show how much money has been raised and how many trees it helped save.
socials
To become an “Ecohero”, a more active participation was required. The website featured an event for those ready to tell others about the Earth Hour and the WWF work in Russia and find supporters.
«WHO ARE YOU FOR THE PLANET?»
TEST RESULTS
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01/05
Tatyana Zadorozhnaya. Illustrator
02/05
Tatyana Zadorozhnaya. Illustrator
03/05
Tatyana Zadorozhnaya. Illustrator
04/05
Tatyana Zadorozhnaya. Illustrator
05/05
Tatyana Zadorozhnaya. Illustrator
RESULTS
384 396
visitor from 1 to 19 March
146 895
burn the candle users
90 000
contacts of new participants
1 740 275
trees saved for collected donations
170 786
visitors on march 19, day of the event
45%
KPI growth compared with previous event

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