EDF to dim lights of London Eye for Switch Off Fortnight

EDF is ramping up the centre piece of its annual schools education programme, Switch Off Fortnight, by activating its sponsorship of the 2012 Olympics and the London Eye to get more children engaged with the project than ever before.

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Switch Off Fortnight and Pod, the year-round online schools energy saving activities hub, form part of EDF’s London 2012 sustainability partner legacy.

EDF aimed to engage 2 million children with its sustainable education initiative by 2012, but now claims it has already reached 3.7 million young people with the programme.

This year’s Switch Off Fortnight, which takes place from 21 November, will see the EDF Energy London Eye dimming its lights at the half way point of the campaign as a symbolic gesture to raise awareness of the project.

The campaign will also use two EDF-sponsored athletes, who will invite school children into their homes to assess whether they are doing enough to save energy.

More than 3,600 schools are now registered with Switch Off Fortnight, a 20% increase year on year.

Robyn Broughton, EDF’s schools programme manager, says: “Our Olympic campaigns have helped us really engage with schools. It is our responsibility as a big energy provider to educate children and I’m very proud we’ve beaten our 2012 target already.”

EDF is planning to launch a new schools initiative in 2012, dubbed Waste Week, focusing on the waste associated with eating food at school, following the success of the Switch Off Fortnight campaign.

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