China’s biggest portals put rivalries aside and blacked out over 50 million PC, tablet, and mobile screens for one hour. That’s 10% of China’s netizens experiencing our movement in just an hour. Web Visit also increased by 630%. Without spending a cent on media.

We started the Digital Earth Hour. We made it easy for China’s biggest portals to unite. We programmed the Earth Hour Code that allows them to digitally turn off their lights, as a symbol of their support. When netizens logged on to their favorite sites, their PC, tablet, and mobile screens blacked out, allowing them to experience the movement. A spotlight lights only the portion they want to view, the message: “Light only what you need.”

They’re directed to the Earth Hour website to learn concrete ways on conserving resources on a daily basis.

The biggest challenge that we faced in pulling it off was getting all the major digital platforms to put aside rivalries and unite around a great cause.

Earth Hour is still a very small movement in China. How do we get them interested in the movement and learn more about conservation? We translated the symbolic show of support to the environment in a way that’s relevant to the Chinese.

We started the Digital Earth Hour.