In 2007 Earth Hour was responsible for 2.2 million people in Sydney switching off their lights for 1 hour. Then in 2008, 50 million people worldwide took part. In 2009, it was time to turn the symbol of switching off the lights into real action against global warming. This December, world leaders will meet in Copenhagen to determine if policies are made to take action against global warming. We targeted this meeting as a critical opportunity for people of the world to make their voice heard. But first, we needed people to believe that switching off their lights could make a real difference.

To launch the election, we needed an iconic propaganda style poster campaign, which felt like a movement of the people. To achieve this, we collaborated with artist Shepard Fairey, who had just created the iconic posters of Barack Obama for the US Presidential election. The VOTE EARTH posters were launched globally in various international languages. The simplicity and emotion of the design helped the idea of a global vote take hold across the world, just 3 weeks after the inauguration of Barack Obama.

Earth Hour became the largest social movement in history:Over 4000 cities across 88 countries took part including China, India and the Middle East for the first time. 1059 icons switched off.18 of the G20 countries, and 38 of the C40 cities participated.

87 million online mentions with 300 per/second during the 24hr period of Earth Hour.

#1 topic on Twitter and YouTube on the day.The campaign reached over 1 billion people.

World media generated immeasurable unpaid PR - approximately $11m in Australia alone.A reported 1-in-7 people switched off their lights as a global vote for action.