Earth Hour by WWF remains still since 2006. But times they are changing. Younger audience doesn't care that much about electricity. How can we refresh Earth Hour and get attention from new generation?

This year we reinvented Earth Hour and transformed it into Detox Hour. Detox Hour is the time when you can disconnect from the internet and reconnect with nature through the real action.

Internet is the new electricity. Being constantly online is impossible to concentrate on a single task, especially on ecological problems. To get attention from a younger audience, we must disconnect them from the internet for one hour.

For this Earth Hour we made a special website that works only offline. Yes, OFFLINE WEBSITE. We programmed a special HTML code, that tracks your online/offline status. The code shows the offline website only if you disconnect from the internet. If you reconnect back to the internet, the content will be hidden. On the Offline Website, we showed simple things that anyone can do in one detox hour to change the ecological situation.

30 million people reached in digital - one-third of all Russian web users.

>5000% web traffic increase

0 media budget