News Release

Ariel to support WWF’s Earth Hour and encourage the nation to make a promise for the planet

  • WWF UK asks the public to make one of seven promises to help the planet
  • Ariel to donate £1 per promise made online in support of Earth Hour
  • Behaviour change promises include turning washing to 30 or refusing plastic cutlery


Thursday, March 8, 2018 1:52 pm GMT


"We are excited to have the support of Ariel to help people make an Earth Hour #PromiseForThePlanet. Ultimately, by getting more people involved, we all benefit."

Ariel has announced its support for WWF UK’s Earth Hour campaign, the world’s largest event to protect the planet, taking place at 8:30pm GMT on Saturday 24 March. Hundreds of millions of people, as well as international landmarks and businesses around the world will be taking part in Earth Hour, to show they care about the planet.

WWF UK, supported by Ariel, is asking consumers across the country to make a lifestyle change or #PromiseForThePlanet, which together can help to reduce our environmental footprints. As part of its support for the campaign, Ariel will donate £1 for every promise[1] made online using the #PromiseForThePlanet hashtag or via the Earth Hour UK website.

The promises include:

  1. Refuse plastic cutlery
  2. Use a reusable coffee cup
  3. Turn washing to 30⁰
  4. Get an electric vehicle
  5. Reuse or compost leftover food
  6. Switch to green energy
  7. Become a flexitarian

Each of the promises have been specifically chosen as examples of small behaviour changes people can make that together will have a big impact on the planet and help to reduce our environmental footprint. For example, despite increases in the number of people washing at 30 degrees or below, most Britons still wash their clothes at higher temperatures.

According to research by Ariel and the Energy Saving Trust, reducing the temperature by just 10 degrees from 40⁰ to 30⁰ can save around half (57%) of the energy used per laundry cycle[2]. This is because when it comes to washing, it is temperature choice that has the most impact on the energy consumption of a laundry load. Reducing the temperature of your wash is an easy way to make a more environmentally friendly decision and reduce costs on energy bills. It is this knowledge which has driven key innovation advancements by Ariel in its laundry products, such as Ariel Gel[3], that allow consumers to make smart choices for the environment, without having to compromise on brilliant cleaning results.

“Our planet is in desperate need of action to tackle threats to our nature and environment; but we do know what the solutions are to those threats. One promise from a person might seem like a small step, but the collective power of many people making small adjustments can have a genuine impact,” said Gareth Redmond-King, Head of Climate & Energy at WWF-UK. “We are excited to have the support of Ariel to help people make an Earth Hour #PromiseForThePlanet. Ultimately, by getting more people involved, we all benefit.”

Speaking about the launch of the partnership, Scott Popham, Senior Communications Manager for Ariel said: “At P&G we understand the impact the small changes in everyday behaviours can have on the wider environment, and it’s a vision we share closely with WWF UK. Ariel has been at the forefront of driving consumer behaviour change when it comes to washing at cold temperatures, one of the promises people can commit to for the next year, with our long running ‘Turn to 30⁰’ initiative. We are proud to be supporting WWF UK and this year’s Earth Hour to encourage as many people as possible to promise for the planet.”


Ends -

Notes to Editors

For further information, please contact: Chloe McIvor |  |  +44 (0)79 1257 8442

Terms and conditions

Starting at 12am 02.03.18 and ending at 11.59pm on 31.03.18 (GMT), Ariel is asking everyone to make their Earth Hour Promises for the Planet using the hashtag #PromiseForThePlanet or via the promise making machine on the WWF UK Earth Hour webpage. Every time a Promise for the Planet is shared online using the hashtag or via the WWF UK Earth Hour webpage, Ariel will donate £1 to WWF UK (registered charity no. 1081247 in England & Wales, and SC039593 in Scotland) up to a maximum of £50,000.

About Procter & Gamble
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About WWF

WWF is the world’s leading independent conservation organisation. Our mission is to create a world where people and wildlife can thrive together. To achieve our mission, we're finding ways to help transform the future for the world’s wildlife, rivers, forests and seas; pushing for a reduction in carbon emissions that will avoid catastrophic climate change; and pressing for measures to help people live sustainably, within the means of our one planet. We’re acting now to make this happen.

About Earth Hour

Earth Hour, organised by WWF, is the global event inspiring millions across the world to take action and make a promise to protect our brilliant planet, our home. Right now we’re facing some of the biggest environmental threats ever seen. We’re the first generation to experience the effects of climate change – and we’re the last to be able to change it. We’re seeing our oceans suffocated by plastic and over-consumption decimate our forests, the lungs of the earth. Earth Hour shows what we can achieve when we all come together. Last year in the UK over 9 million people took part, along with over 6,000 schools, 1,700 youth groups, 300 landmarks and thousands of businesses and organisations. Iconic landmarks including Big Ben and Palace of Westminster, Buckingham Palace, Tower Bridge, Blackpool Tower, The Kelpies, Brighton Pier, Cardiff Castle and many more joined the global switch off. Globally, from Samoa to Tahiti, a record 187 countries and territories took part in the world’s biggest Earth Hour yet. The support for Earth Hour and WWF’s work more broadly has influenced climate policy, facilitated climate-friendly laws, such as a ban on plastic in the Galapagos Islands and supported the world’s first Earth Hour forest in Uganda.

Follow WWF-UK on Facebook, Earth Hour Facebook, Twitter, Instagram or Pinterest

[1] See Terms & Conditions in the Notes to Editors

[2] Data courtesy of Energy Savings Trust

[3] Ariel Gel is specifically formulated with a hydrophobic (or “water-hating”) surfactant system which works specifically well on these greasy, hard-to-remove stains, to provide superior cleaning in cool temperatures, such as 30° or lower washes