Local message becomes gobal in just three years!

As reported in the Fairfax press, up to one in seven people around the world flicked the switch for the good of the planet for Earth Hour.

It's hard to believe that a simple idea - turn off your lights for one hour - has become a global phenomenon in just three years.

Staging the event in thousands of locations in every time zone around the world was an enormous logistic challenge, largely co-ordinated from the local office of the World Wildlife Fund (WWF) Australia in Ultimo, Sydney.

Check out the website here for an outstanding model of how to use the internet to spread a message.

Consider: What did WWF do to turn a local promotion into a global one? Trawl the website and list all the elements that contributed to the spreading of a 'political' message - which resulted in the personal participation by millions of people right around the planet.