It was announced that Earth Hour 2012 will take place on March 31, 2012 from 8:30pm to 9:30pm.

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. 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." 

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).

The Earth Hour YouTube platform hosts a global library of 'I Will If You Will' challenges, and encourages people to share their dare publically through Facebook, Twitter, Google+ and email. Friends can be invited to participate and accept each challenge using these popular social networks.