This is the story of how we created a new vision, brand and campaign for the world’s largest grassroots environmental movement. How we launched "The Biggest Hour for Earth". How we inspired and engaged people around the world to pledge 410,000 hours of nature-positive activities to celebrate our planet.
Working with WWF to reimagine the iconic Earth Hour
The challenge
Since 2007, millions have switched off their lights to shine a light on climate change and nature loss. However, despite huge engagement and reach, 52% the global public still hadn’t heard of this movement.
In 2023, being only seven years away from 2030 Nature Positive goals, WWF approached Empathy Lab to re-energise Earth Hour’s brand messaging and identity and deliver its nature-positive ambition.
“Our ambition? Create the most locally relevant and globally accessible moment for the entire planet. ”
Phil Wilce
Creative Director | Empathy Lab
Our approach
To build greater awareness and inspire millions to make a positive impact for Earth, we needed to reimagine Earth Hour’s “Lights Off” and take the campaign beyond a single symbolic call-to-action.
Working in partnership with WWF stakeholders from 23 territories, we developed a new long-term strategy.
We identified a target audience we called “the inactive middle” — a group not defined by demographics but by inaction. Overwhelmed by eco-anxiety, we learned they respond to optimistic messaging. Mobilizing them would make a significant impact.
Our strategy positioned the event as an entry point to set our audience on a nature-positive journey that’s not only inspiring but authentic and optimistic.
Our solution
The Biggest Hour for Earth was launched alongside its new call to action:
“Switch off. Give an Hour for Earth”.
We invited the world to switch off from their routine for 60 minutes. To come together and do something, anything, positive for our planet. An inclusive and unifying message inviting anyone, anywhere to take part.
We created a new brand identity to highlight this renewed purpose. The new logo introduces a flip-clock motif, aligning the brand closer to the concept of time and urgency.
Our brand book and toolkit equipped teams around the world with guidelines and assets to steer supporters toward actions and events that would have the most impact on their own local communities.
Earth Hour also established a major partnership with Epic Games. Engaging millions of players in one of the world's most popular games, Fortnite.
Impact
With a presence in over 190 countries and territories, we used the power of the people to turn a single Earth Hour into millions of hours of action and awareness. A domino effect of impact that continues well beyond 60 minutes. Our brand refresh and campaign saw immediate results with an estimated 90+% adoption rate.
“EPAM has been an integral partner in helping us to breathe new life into Earth Hour, into our work, our ambition and into our message, creating the Biggest Hour for Earth to reflect the urgency in achieving them, which requires mobilizing more people than ever.”
Yves Calmette
Global Senior Director, Brand, Network Communications | WWF Earth Hour Campaign
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