Earth Hour 2008 ... watch it now on YouTube

I've been spending a lot of the last year looking at the rise of internet video (and have upcoming stories on IPTV and self-broadcasting coming up for Digital Media and SmartCompany respectively). It has been fascinating to watch how new media forms such as YouTube have come to be considered mainstream channels for an increasing number of organisations. Hence when Sydney-based creative director Chris Simon (who has also been working with the Malaysian games developer Macera to create the first global-warming awareness-raising game, (Bracket Girl e-Mission) wrote to tell me about his latest video clip in support of Earth Hour (8.00pm, March 29), it shouldn't be surprising to see that other groups including the World Wildlife Fund are also using YouTube to spread the word. Chris' original note in support of Earth Hour is pasted below, and you can check out his clip here, or browse the many others that are also posted here.

"What Leo Burnett, the WWF and all their Earth Hour team associates achieved last year was pretty phenomenal and we have steadfastly supported their efforts since late 2006. I think what always differentiated what they originated was that it wasn't a commercial project, but planned to become a massive global event being run with limited resources. The goal was always so simple and single minded, and that was to get as many people as possible to participate in Earth Hour, to show people how powerful they can be when they all act together. It's not about the politics and the business of it, (or clambering to win advertising awards).It's about simply showing that everyone can make a difference. Some people didn't think that from the beginning, but look at it now!"