Stickers were strategically placed all over the city streets: public walls, advertising spaces, lamp posts, park benches, etc. They were always placed at a height where one would normally find a light switch but on places/surfaces where you would never find one. The sticker’s layout was so real that passers-by came closer, read the copy and even 'pressed it' (street lamps were a particular favourite). Every sticker was 'tracked' and removed, after the campaign ended.

Around the globe, up to 30 million people were expected to have turned off their lights, by the time 'Earth Hour' completed its cycle. This initiative also had the support of local authorities, who switched off lights on some landmarks, helping power consumption to drop during 'Earth Hour' (about 13%).