On March 29, millions of people across the globe are expected to participate in Earth Hour, and Criterion Investments is trying to ensure that Canadian financial advisors take part and have fun while in the dark.

Criterion has created an Earth Hour “survival kit” with items for advisors to enjoy the 60 minutes of lights out with their families, including; candles and matches, glow-sticks, a flashlight, glow-in-the-dark stickers and playing cards. The kit is being delivered to over 1,000 financial advisors Canada-wide this week.

Spearheaded by WWF, more than 30,000 Canadians have signed up to participate in Earth Hour. Criterion, along with parent company VenGrowth Asset Management, is registered as a participating business in Earth Hour, while also advocating its employees to take part.

“We’ve had repeated discussions with various environmental groups over the past year, in the context of some of our investment solutions, such as Criterion Water Infrastructure Fund and Criterion Global Clean Energy Fund. We have also developed an extensive network of investment advisors across the country interested in sustainable themes,” say Ian McPherson, president of Criterion.

“We felt that getting the message out to advisors and raising awareness about the campaign was a natural fit for Criterion; a proactive way to help turn a small action into a big idea,” adds, McPherson.