ENVIRONMENTAL COMMUNICATION CAMPAIGN: THE PRACTICES OF MACRO- BUSINESSES ON EARTH HOUR ADVOCACY

This study aimed to investigate the dynamics of the Earth Houradvocacyandto determine its influence to the practices ofpeople working on the selected macro-businesses which believed in the advocacy of the program. Using the descriptive-quantitative method, the researchers conducted surveys to four macro-businesses namely: New City Commercial Complex Mall of Davao, Davao Light and Power Company, Marco Polo Hotel Davao and the University of Mindanao. The results revealed that the respondents’ level of practices of Earth Hour advocacyat home and at workwere moderate. It showed that respondents preferred television shows and advertisements as communication tools. It also revealed that the level of the practices of the respondents and preferred communication tool in promoting Earth Hour advocacywas not significant to the type of macro-businesses. However, communication tools found significant difference in promoting Earth Houradvocacy to the actual and expected responses of audiences. Recommendations were included.