Earth Hour, started in Sydney in 2007 has now become a bit of a global juggernaut. During summer 2010, I became fully immersed in the rapidly evolving and changing social media landscape, as it was my role to look after all the on-line communications for Earth Hour in Australia. In effect, this meant website content, email blasts that were relevant and useful to over 100,000 willing particpants, plus keeping the discussion flowing on newer mediums like facebook and twitter !

I had to keep in close contact with those managing the traditional media liaison, plus sponsorship and also tie into the overarching online strategy of WWF-Australia, the organisation that fosters the Earth Hour brand. In the digital space, Australians were very much connected to literally millions around the world - to share views, activities and committment to address climate change.

This project is a great example of how online does not work in a vacuum. The day we got the most site traffic was the day there was a wrap-around feature in Sydney Morning Herald plus a media clipping wall that was three layers thick! Web traffic and human experience are one and the same thing, they should all be connected in communication planning.