In February, Earth Hour launched its 2012 campaign, “I Will If You Will”, with the intention of engaging its growing global community to go beyond the hour and coordinate their efforts publicly through Facebook, Twitter, Google+ and email. Using a dedicated YouTube platform, IWIYW asks Earth Hour's digital community to inspire people from all corners of the globe to take sustainability actions, and to share their commitment to the environment with their own social media networks.
Executive Director and Co-Founder Andy Ridley said, "Earth Hour’s challenge is no longer to connect people; the challenge is to offer a reason to connect. Any movement of change begins with symbolism - it’s a needed step to prove enough people care about an issue. Earth Hour is past the beginning now, and lots of people are switching their lights off every year in March. We’re now at the stage of taking it beyond the hour."
Youtube, following the previous year's example, changed its logo and added a switch on/off feature near the title of each video, so that users can change the background color from white to black.
Further proof of Earth Hour's change in direction came when it was announced its global headquarters was moving from Sydney to Singapore. A launch event took place at ION Orchard on February 20, where it was announced that the move was supported by Singapore's Economic Development Board (EDB).