Dare the world to save the planet

As the largest environmental event in history, Earth Hour launched its 2012 campaign "I Will If You Will" to showcase how everyone has the power to change the world they live in. For the first time, Earth Hour being held on 31 March from 8.30pm to 9.30pm, is taking a giant leap from its annual lights out event to offer a further opportunity for its communities to be part of the world's environmental solution. Earth Hour began as a one city initiative in 2007, and has since grown to be a 5,251 city strong global movement, reaching 1.8 billion people in 135 countries across all seven continents.

The "I Will If You Will" digital platform created by global ad agency Leo Burnett, is the result of a collaboration with YouTube, therefore bringing together the world's biggest social video platform with the 'world's largest action for the environment'.

The "I Will If You Will" campaign uses the YouTube video platform to empower people to share a personal dare with the world by asking, "What are you willing to do to save the planet?" Earth Hour Co-Founder and Executive Director Andy Ridley says "I Will If You Will" is the obvious next stage in the environmental campaign's evolution. "I Will If You Will gives every individual the opportunity to inspire their friends, colleagues and neighbours to take sustainability actions not just on the hour but beyond the hour," said Ridley.

The concept of "I Will If You Will" centres around providing a social contract for two parties - connecting one person, business or organisation to a promise and their friends, family, customers or members to a challenge - uniting them behind the common goal of creating a positive environmental outcome. The Earth Hour YouTube platform hosts a global library of "I Will If You Will" challenges, and encourages people to share their "dare" publically through Facebook, Twitter, Google+ and email. Friends can be invited to participate and accept each challenge using these popular social networks. The simple promise can range from recycling, to switching to energy efficient light bulbs, turning off your mobile charger, or signing up for paperless banking.