Transforming awareness into coordinated global action

World Wildlife Fund (WWF)

Created while Creative Director at Leo Burnett

Concern for climate change often fails to translate into collective participation. The World Wildlife Fund (WWF) needed a simple way to turn widespread awareness into visible shared action.

Earth Hour turned private energy-saving acts into a public, collective statement, allowing the idea to travel across cultures, borders and political contexts.

Since launching in Sydney in 2007, Earth Hour has become the world’s largest environmental movement, spanning more than 7,000 cities in over 190 countries.