Every year Earth Hour encourages people to turn off their non-essential lights for one hour to raise awareness for climate change. In China, awareness of this Movement is low. Events have been hosted in the past but without the success that the issue deserves. This is due to a sense of apathy towards environmental issues in China. We needed to find a way of reframing the Movement in a way that would be relevant to a Chinese audience. In China, whilst people may not be overly concerned with Environmental Issues, one area they are massively interested in, and spend a lot of time on, is the digital space, particularly social media. This presented a great opportunity – repackage Earth Hour as a virtual event that would create impact and engagement, and do it in a way that doesn't give people a choice in terms of participation. We created the Digital Earth Hour – an online event reaching millions of people in 1 hour.