Earth Hour, the annual WFF event to promote environmental action, is joining forces with YouTube this year in a project entitled 'I Will If You Will', centered around getting people to make pledges as to what they will do if others help the environment.
The 'I Will If You Will' digital platform, created Leo Burnett with media efforts led by Starcom, encourages people to upload 'I Will If You Will' challenges or dares - for example, one girl promises to propose to her boyfriend if enough people promise to recycle.
People can share their 'dare' publicly through Facebook, Twitter, Google+ and email, inviting friends to participate and share the challenge. Earth Hour Global has already received challenges from a number of companies and community groups including HSBC, CBRE, children's character Pocoyo and the NHL.
Earth Hour 2012 takes place on 31st March. The event, which began in Sydney as a one-city initiative in 2007, has since grown to be a 5,251 city strong global movement.