Media Release:

Tbilisi: 14 February, 2012






As the largest environmental event in history, Earth Hour on February 14 launched its 2012 campaign “I Will If You Will” to showcase how everyone has the power to change the world they live in.


CENN, in cooperation with the WWF Caucasus PO, has been organizing “Earth Hour” events in Georgia since 2009 and serves as the official country representative of the campaign.


For the first time, Earth Hour, being held on 31 March, 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 neighbors to take sustainability actions not just on the hour but beyond the hour,” said Ridley.


The concept of “I Will If You Will” centers around providing a social contract for two parties connecting one person, business or organization 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” publicly 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.


Earth Hour Global has already received I Will If You Will challenges from a number of corporate companies and community groups, including, CBRE and children’s character Pocoyo.


Earth Hour 2012 will take place at 8.30pm – 9.30pm on Saturday 31 March


**Interviews are available with Andy Ridley, Co-Founder and Executive Director of Earth Hour**


Visit the Earth Hour YouTube platform here




Official web-page of Earth Hour Georgia:


Official “Earth Hour Georgia” pages on:








Media Contact:


Anne Nemsitsveridze-Daniels

Earth Hour Georgia


Tel: +995 32 275 19 03 / 04

Fax: +995 32 275 19 05

Mob: +995 577 78 29 55



Rebecca George

Earth Hour Global

Tel: +61 421 988 035



Benjamin Vozzo

Earth Hour Global

Tel: +61 415 194 219




About Earth Hour

Earth Hour is a global environmental initiative in partnership with WWF and Leo Burnett. Individuals, businesses, governments and communities are invited to turn out their lights for one hour on Saturday March 31, 2012 at 8:30 PM to show their support for environmentally sustainable action. In 2012, Earth Hour’s I Will If You Will concept invites individuals and organizations to challenge others to an ongoing environmental commitment beyond the hour. Earth Hour began in one city in 2007 and by 2011 reached over 1.8 billion people in 135 countries across every continent, receiving reports as ‘the World’s largest campaign for the planet’.


About WWF

WWF is one of the world’s largest and most respected independent conservation organizations, with almost five million supporters and a global network active in more than 100 countries. WWF’s mission is to stop the degradation of the earth’s natural environment and to build a future in which humans live in harmony with nature, by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption.


About CENN

CENN is a regional environmental NGO operating in Georgia, Armenia, and Azerbaijan. CENN's mission is to foster modern and sustainable development values and practices through bridging society and environment. We strive to build strong and responsible civil society, good governance and accountable business to safeguard our environment and improve people’s life. CENN has been coordinating Earth Hour events in Georgia since 2009 and is the official representative of the campaign in the country.





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