Earth Hour is a worldwide symbolic act. Every year, on the same day, cities, businesses, people turn off their lights for one hour. To make a stand against climate change. By 2008, Earth Hour had become a global sustainability movement with more than 50 million participants across 35 countries.

WWF Belgium began the first Earth Hour campaign in 2009. At GERMAINE, we launched the campaign via a simple explanation: switch off the lights, turn on the planet. The figure of Darth Fladder was introduced online via social media. A hero from the dark side, come to save the planet, Darth Fladder’s popularity grew at lightning pace online. So we decided to make him the real leader and hero of the Belgian Earth Hour campaign in 2010. Case Earth Hour Belgium 2010: Darth Fladder

The challenge of this campaign was to get people and organizations to use the campaign to promote Earth Hour of their own accord. The overall goal, of course, being to significantly boost the number of participants. Belgium turned out to be one of the best students in the class worldwide. See how well we fared: Case Earth Hour Belgium 2010: For once the dark side saves the planet

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