Shruti Haasan pledges her support to Earth Hour 2013, Hyderabad

Hyderabad, 07 March, 2013: Tollywood celebrity Shruti Hassan has joined hands with WWF-India to pledge her support to the Earth Hour — WWF's global campaign to raise awareness and inspire individual action on climate change. She will be a part of Earth Hour- now the largest global environmental movement that enables individuals, organizations, governments and groups to show support for policies and practice that balance development and environmental concerns.

The message of Earth Hour 2013 is to make the switch to renewable energy. Running in its fifth year, this time the Earth Hour campaign calls for:

• Individuals to adopt household products powered by renewable energy;
• Organizations to adopt renewable energy solutions to run their business operations and production processes; • Governments to promote policies favorable to the production and uptake of renewable energy.

The speed and scale of climate change, fueled by ever increasing consumption of the Earth's resources, is impacting the whole world. Unless we make efforts to transform our energy production systems to renewables, as far as possible, we will enter into a trajectory of climate instability and energy insecurity that will affect each one of us. Every individual has the power to make this transition possible by taking small, yet significant steps.

Reinforcing her support to this cause, Shruti Hassan said, "It is my honor to be associated with such an inspiring and meaningful cause like the Earth Hour. If we aspire for a clean & healthy environment, and for cities that develop sustainably, then we should be aware of our part as well, and be willing to change our own behaviour. Imagine the difference that it will make when all of us get together".

Speaking on the occasion, Farida Tampal, Andhra Pradesh State Director, WWF-India said, "Earth Hour has now become much more than a symbolic action. It has evolved into a self-perpetuating movement driving real actions, big and small, that are changing the world we live in. Taking the legacy forward, Earth Hour 2013 aims to encourage a shift towards sustainable and renewable energy.

India joined the Earth Hour movement in 2009, where 5 million Indians across 56 cities showed their support by switching off non-essential lights. Subsequent years registered a 40% increase in participation as 7 million individuals across 200 cities switched off non-essential lights for Earth Hour in the year 2012.

Hundreds of educational institutions, over a 100 top public and private sector organizations, and governments of various cities participate in the campaign each year. Over 1,000,000 students have joined Earth Hour as young environmentalists. Several State and city governments appeal citizens to observe Earth Hour and lead by example, and switching off lights across government buildings, iconic monuments and Chief Ministers' residences.Reiterating India's commitment towards environment conservation, for the first time ever, the Rashtrapati Bhawan switched off lights in 2011, so did the Prime Ministers' residence.

The Earth Hour campaign in India is meant to focus on a specific target audience —the growing middle class and those that demonstrate a lifestyle of conspicuous consumption. It also appeals immensely to the youth bracket especially to those who want to make difference through their ideas and actions.

The campaign has been endorsed by well-known celebrities like Aamir Khan, Abhishek Bachchan, Sachin Tendulkar and Vidya Balan, whose support has helped take the message out to the masses.

WWF-India is one of the largest conservation organizations engaged in wildlife protection and environment preservation in the country, for over four decades. As a part of the WWF-International network, the organization has made its presence felt through sustained interventions towards both nature and wildlife conservation and reduction in humanity's ecological footprint. With its extensive network of state offices, the organization sensitizes people through creating awareness, building capacity and offering enviro-legal support. A challenging, constructive, science-based organization, WWF-India addresses issues like the survival of species, habitat conservation, water management and climate change.