This is only a 60 seconds sample out of the 60 MINUTES that this special action lasted. We wanted to reach all those people who were not participating in Earth Hour, in the precise place and moment when they should've been: between 8:30-9:30pm when they're using an electric appliance: their radio. So we convinced Radio Círculo de Bellas Artes, one of Spain’s most respectable and sophisticated radio stations, to let us programme awful, intolerable crappy music during the hour of Earth Hour. Radio Círculo is famous for its refined taste in music so we made our message impossible to go unnoticed. The effect was a total blast.

The strategy was to talk to all those people who were not participating, in the precise place and moment when they should’ve been: between 8:30-9:30pm when they were using an electric appliance… their radio.We convinced Radio Círculo de Bellas Artes to let us programme awful, intolerable crappy music during the hour of Earth Hour. Every 40 seconds the DJ would say:“If you haven’t turned off your radio yet, this is a good reason to do so.Take part in Earth Hour and help us to tackle climate change by switching everything off for one hour, starting at 8:30 tonight. Switch off the lights, turn on the planet.”Radio Círculo is famous for its refined taste in music so we made our message impossible to go unnoticed. The effect was a total blast.

Earth Hour 2009 was a huge success around the world. In Spain alone, 3,2 million people switched off their lights and appliances.We don’t have any numbers on this specific action, but at least our partner’s conscious is clean: they did everything they could so that no one listened to Radio Círculo during Earth hour.