Earth Hour is a global event organized by the World Wildlife Fund that aims to raise awareness about the need for action on the important issue of climate change. Individuals, households, and corporations that choose to take part in Earth Hour participate by turning off lights and electrical appliances for 60 minutes on the last Saturday in March each year.
To encourage more businesses to take part in Earth Hour, WWF executed this creative direct mail promotion featuring a custom candle. The yellow candle was placed inside of a box designed to look like a building with all of its lights on. As the candle is removed from the box, the windows of the building go dark.
The WWF reported that thanks to the direct mail promotions they used prior to Earth Hour in 2010, corporate participation increased 260% from the previous year.