Earth Hour 2011: Beyond the Hour

For the fifth year in a row, Leo Burnett and the World Wildlife Fund partnered to launch Earth Hour, the biggest climate awareness campaign ever—challenging the world to switch off their lights for one hour. In 2011, we encouraged individuals to extend their commitment beyond the hour by taking action in their daily lives against climate change. To support the evolution of the Earth Hour brand and enable every individual to commit to an action, big or small, we introduced an aggressive social media campaign designed to create a global movement and conversation online. The Beyond the Hour campaign had the participation of almost a billion people on all seven continents.