Earth Hour is a worldwide event organized by the World Wide Fund for Nature (WWF) and held on the last Saturday of March annually, encouraging households and businesses to turn off their non-essential lights for one hour to raise awareness about the need to take action on climate change. The event, conceived by WWF and The Sydney Morning Herald, first took place in 2007, when 2.2 million residents of Sydney participated by turning off all non-essential lights. Following Sydney’s lead, many other cities around the world adopted the event in 2008. Earth Hour 2012 took place on 31 March 2012 from 8:30 p.m. to 9:30 p.m., at participants’ local time.
2012
Earth Hour in downtown Tirana, Albania, beside a bicycle station, on Saturday, 31 March 2012
Earth Hour 2012 was observed on 31 March 2012 from 8:30 p.m. to 9:30 p.m. (participant’s local time).
In February, Earth Hour launched its 2012 campaign “I Will If You Will”, with the intention of engaging its growing global community to go beyond the hour and coordinate efforts publicly through Facebook, Twitter, Google+ and e-mail. Using a dedicated YouTube platform, IWIYW asks Earth Hour’s digital community to inspire people from all corners of the globe to take sustainability actions, and to share their commitment to the environment with their own social media networks.
Executive Director and Co-Founder Andy Ridley said, “Earth Hour’s challenge is no longer to connect people; the challenge is to offer a reason to connect. Any movement of change begins with symbolism – it’s a needed step to prove enough people care about an issue. Earth Hour is past the beginning now, and lots of people are switching their lights off every year in March. We’re now at the stage of taking it beyond the hour.
Further proof of Earth Hour’s change in direction came when it was announced its global headquarters was moving from Sydney to Singapore. A launch event took place at ION Orchard on 20 February 2012, where it was announced that the move was supported by Singapore’s Economic Development Board (EDB).
As in the previous year, YouTube changed its logo and added a light switch feature near video titles, so that users can change the background color from white to black.