Earth Hour, a global grassroots movement initiated in 2007, aimed to unite people and deliver a strong message about the importance of climate change. Over the years, the symbolic action of switching off lights for one hour has grown awareness about the issue. However, the challenge was to transform this awareness into tangible action beyond the symbolic hour. The goal was to demonstrate to people how their individual actions could ripple into larger, collective impacts for the future. The challenge was to encourage people to donate one of the most powerful communication tools they have – their social media feed.
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