With a budget close to zero, we knew that the communication had to be sharp, effective and memorable. The costs of both production and implementation were kept at a minimum thanks to people donating their time and expertise for a good cause. The sound file was recorded and played simultaneously with the tradition of having the lights being switched off before the start of a cultural event. The unusual combination of light and audio was activated in various high–frequented indoor locations such as theatres, operas, cabarets and concert halls in Norway.In addition to the stunt, the campaign communicated through radio, print, viral and outdoor.

Awareness: 85% of Norway’s population have knowledge of WWF´s Earth Hour (compared to 51% in 2009).Involvement: 1.8 million people (46% of Norway’s population) participated.Conclusion: "2010 is the most successful year in the history of Earth Hour. Both nationally and internationally." Ina Toften, Communications Officer WWF Norway.