WWF Earth Hour still has low awareness in China. How do we get more Chinese to experience it? More importantly, how do we make them care about conservation?

This let netizens experience the movement. While this experience is symbolic, there’s a link to Earthhour’s website that allows users to learn concrete ways on conserving resources on a daily basis.

We replicated the symbolic gesture of turning off the lights to where it mattered most to the Chinese: the digital space.

We started the Digital Earth Hour. We programmed a code that would 'Black out' the landing pages of major Chinese websites for an hour. Only the cursor was lit, accompanied by a provocative message, 'Only light up what you need'.

China’s biggest portals put aside their rivalries and collectively demonstrated their support.

Results over 50 million PC, tablet, and mobile screens were blacked out. That’s engaging 10% of China’s netizens in just an hour.

Or the equivalent to the entire population of Austria, Belgium, Denmark, Finland, Greece, Iceland, Ireland, Luxembourg, Norway, and Switzerland combined. Web traffic also soared by 630%. All without spending a cent on media.