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.

As part of the campaign, we wanted to find a way for nature to support the message. The solution came in a giant ‘Tree-Shirt’, which was worn by one of Sydney’s oldest and most iconic trees. People took photos, and word spread both online and in Australian national papers.The ‘Tree-Shirt’ could best be described as an XXXXXXXXXXXXL Vote Earth T-Shirt, measuring 7 feet wide by 10 feet wide.

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.