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Earth Hour is a global initiative that brings people together once a year to show collective support for the planet by turning off non-essential lights for one hour. Launched in 2007 in Australia, the campaign has grown into a powerful worldwide environmental movement observed in over 190 countries. In 2025, Viral Partners led the national Earth Hour campaign in Mongolia with a bold, locally relevant theme - “Tsengegeer ni uldeey”, turning the spotlight from lights to the importance of freshwater conservation.
Client: WWF Mongolia
Date: 2025/03/14 - 2025/03/23
Project Team:
CEO: Dovdonbalbar T.
Senior Account Manager: Bulgankhishig T.
Account Manager: Munkhtamir Z.
Assistant Account manager: Davaadulam. Hk
Production: Lasso Studio
Production Director: Amin-Erdene P.
Videographer: Temuulen D.
Artists: Enkhjin Ya.
Production Designer: Temuulen P.
Challenge
Earth Hour traditionally asks people to turn off their lights for one symbolic hour to raise awareness about climate change. But in 2025, we faced a more complex challenge: how can we move people to care beyond just one hour, and act on the vanishing state of freshwater ecosystems? In Mongolia, where clean water is limited and ecosystems are highly sensitive, a symbolic act alone wasn’t enough. The goal was to bring the message closer to home, making the issue personal, urgent, and actionable right now.
Strategy
Under the theme “Tsengegeer ni uldeey” Viral Partners crafted the creative concept and execution of the national campaign to shift the focus from electricity to water. The aim was to create a message that was simple, emotionally engaging, and grounded in Mongolia’s environmental reality.
Key campaign components included:
A powerful message and visual identity centered around water preservation
A series of social media content: videos, motion graphics, posters, and call-to-action visuals
Collaborations with eco advocates and micro influencers who shared their personal connections to nature and water
Story-based interactions and the hashtag #Tsengegeer ni uldeey to boost audience participation
This strategy helped move the campaign from mere awareness to emotional connection and behavioral change.
The campaign reached thousands of people across digital platforms, sparking strong engagement on Instagram and Facebook. Users began using the hashtag #Tsengeger ni uldeey to share their personal water-saving habits, bringing attention to small, everyday actions. One of the campaign’s most notable outcomes was a wave of users changing their social media cover photos to the official “Let It Stay Fresh” visuals - creating a simple yet powerful digital movement that inspired a deeper reflection on water use. Most importantly, the campaign was featured on Unread Today, one of Mongolia’s top digital media platforms, recognizing its creative direction and environmental relevance. “Tsengegeer ni uldeey” became more than a moment of silence for the Earth - it sparked a conversation, a reminder, and a call to action.
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