Saika Nowak CAMPAIGN
Turning off the lights for an hour to protect the climate—that’s what Earth Hour has stood for for the past 20 years. It’s happening again on March 28, 2026, at 8:30 p.m., and to remind everyone, WWF Germany has launched a campaign designed by The Goodwins.
Under the double-entendre slogan “We’ll turn it off,” the campaign aims to highlight the power of community and the self-efficacy of each individual. Several visuals bring the “lights-out moment” to life by placing nature directly beneath a room lamp. This symbolically causes icebergs to melt and sets the rainforest ablaze.
“Creativity helps convey the impact of each and every individual in a visual way. It shows just how easy it is to make a big, global statement for climate protection with a small gesture,” explains Tim Stübane, Creative Partner at The Goodwins.
The Berlin-based agency has already developed Earth Hour campaigns for the WWF in 2020 and 2021. “With this year’s slogan, ‘We’re turning it off!’, we’re getting to the heart of Earth Hour’s message: Together, we can make a difference. The moment we turn off the lights shows that every single person can be part of a global movement that’s fighting for a livable future,” says Viviane Raddatz, Climate Director at WWF Germany.
Earth Hour 2026 will be accompanied by a media event at the Brandenburg Gate, designed to provide powerful images and stories for the press and spread the Earth Hour message. The campaign will also be promoted on the WWF’s social media channels and by the participating cities and companies. The plan is for hundreds of cities in Germany to dim their landmarks and public buildings for one hour, while companies and individuals highlight their contribution to climate protection through creative initiatives such as candlelight dinners or social media posts.
Earth Hour was launched by the WWF in 2007 and takes place every year on the last Saturday in March.