The assessment requested a solution to bring Earth Hour to a daily basis and engage the message of environmental sustainability, especially targeting toward the “inactive middle” (Audience that acknowledge about Earth Hour but lack of motivation to action) and as the client mentioned in the brief - focusing social media ideas for the youth audience. The key was to set myself in the position of the audience and see the point-of-view of how young people apply sustainability into their daily lives other than traditional environmental acts. In order to have the audience resonate with the message and have them engage with Earth Hour more, I used the insight of Hustling culture of the Vietnamese Youth Generation and how the audience only knew about “switch off"
action then linked their lifestyle with the message of Earth Hour.
