Zinkia Entertainment’s preschool character Pocoyo is stepping into his latest role as the first Global Kids’ Ambassador for the World Wildlife Fund’s Earth Hour ‘Beyond the Hour’ campaign.
The global appeal of the Pocoyo character, which took part in a Spain-based Earth Hour campaign two years ago, will be tapped to help raise environmental awareness among today’s children. Through traditional and social media efforts, Pocoyo will encourage kids to turn off the lights during the Earth Hour initiative on March 26 and to incorporate environmentally sustainable actions into their everyday lives. Last year, the Earth Hour message reached 1.3 billion people worldwide and the event saw hundreds of millions of people switch off in more than 4,616 cities and towns in 128 countries.

More about Pocoyo’s Earth Hour activities can be found at www.pocoyo.com/earth_hour_2011.html.