Earth Hour 2024, the “Biggest Hour for Earth” of the year, takes place on March 23rd. Since the World Wildlife Fund launched the event in 2007, Earth Hour has symbolized a commitment to the planet by simply turning off lights for one hour. However, despite its noble intentions, awareness of the movement was limited, with only 52% of the global population aware of the event. Our guests today, Phil Wilce and Antonia Simon, are Creative Director for Europe and Senior Experience Consultant, respectively, for EPAM Continuum, a research and strategy firm that worked with the World Wildlife Fund to reinvigorate the campaign and its outreach efforts as the climate crisis becomes more pronounced. The project represents an opportunity to explore how to tell stories about the environment and humanity’s impact on nature, something everyone listening to Sustainability In Your Ear thinks about in work and life.

EPAM Continuum’s Creative Director for Europe, Phil Wilce, and Senior Experience Consultant Antonia Simon, are our guests on Sustainability In Your Ear.

The project’s cornerstone was identifying a new target audience, “the inactive middle,” a group of people of all ages and backgrounds characterized by a lack of action driven by eco-anxiety and eco-fatigue. The strategy focused on transforming Earth Hour from a singular event into a gateway for nature-positive action, and a significant part of the design was introducing the “Biggest Hour for Earth” as a critical message. Some enjoyable new activities around Earth Hour in 2024 include an in-world Fortnite experience built to bring young people to the program.

You can learn more about Earth Hour at and about EPAM at

By Mitch Ratcliffe

Mitch is the publisher at and Director of Digital Strategy and Innovation at Intentional Futures, an insight-to-impact consultancy in Seattle. A veteran tech journalist, Mitch is passionate about helping people understand sustainability and the impact of their decisions on the planet.