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In just 17 days, 'Earth Hour' will be upon us once more. We are already being subjected to advertising for this event, encouraging us all to turn our lights out for a period of 60 minutes and feel good about ourselves for doing so. I can't help but wonder if this is somewhat counter-productive: after all, think how much methane is going to be produced in the creation of this much bullshit.

I'm not being pointlessly cynical about this - most of us know that climate change is a problem, and some will argue that building grassroots awareness can only be a good thing. Still, I can't help but wish that the public didn't have to be treated like idiots in the process.

Firstly, the benefits of this exercise are tenuous at best: tangible goals are out of the question, as nobody is suggesting that a certain proportion of the world's population switching their lights off for an hour is actually going to have any effect on global warming. Secondly, 'Earth Hour' seems to fit the recent trend of 'events' (Live 8, Live Earth, etc) that encourage large participation without any expense or sacrifice; without anything other than a nominal contribution. Sure, the less of an inconvenience, the larger the participation, but for what? You may as well get everybody to join a facebook group.

The end result is simple: masturbation, figuratively. Everybody dutifully dims their lights for an hour, feels good about themselves, then returns to their day-to-day life. Do some of them learn their lesson, and become more conscientious with energy use in the future? Perhaps, but most such people probably didn't need 'Earth Hour' to convince them - there is more than enough material and advertising about global warming around at the moment for such people to be motivated. I very much doubt that 'Earth Hour' itself is going to inspire anybody to do their bit for the environment.

So, what are we left with? Self-promotion for corporations; unwarranted smugness that might be earned in a myriad more productive ways for participants; and a few million people subjecting themselves to an hour of darkness for no discernible reason.

Perhaps it is better to let the website speak for itself:

www.earthhour.org

930 cities and towns in 80 countries have already committed to VOTE EARTH for Earth Hour 2009, as part of the worlds first global election between Earth and global warming.

Earth Hour To Create Wave Of Participation Around The Globe

Over 930 cities and towns in 80 countries, across 25 time zones to power down for Earth Hour 2009
Global icons add to lights out spectacle

March 10, 2009: At precisely 8.30pm on March 28 the diesel generators will be switched off on the Chatham Islands, a small archipelago off the east coast of New Zealand, heralding the start of the greatest community event the world has ever witnessed - Earth Hour 2009.

As the first country to flick the switch for the global event, WWF New Zealand's Earth Hour organiser, Dairne Poole sees her country as playing a vital role in Earth Hour’s journey to reach one billion people in over 1,000 cities, across 25 time zones.

"New Zealand will be the first country in the world to turn its lights off for Earth Hour 2009 with 43 councils and local bodies taking part. Even though we are a small nation, we are setting an important example for others to witness and hopefully follow," says Ms Poole.

The global wave of participation will gather momentum through Asia Pacific with major cities such as Sydney, Seoul, Beijing, Hong Kong, Kuala Lumpur, Manila, Singapore, Bangkok, Jakarta, Mumbai and Delhi dimming the lights as millions flick the switch to express their concern for the planet.

Across the globe Earth Hour will provide the platform for a collective voice to be heard from each and every time zone. From the streets of Cape Town to the Hills of Los Angeles, Earth Hour will unite people from all walks of life as the call for action on climate change makes its transglobal journey.

Paris, the ‘City of Lights’ will make a powerful statement by turning off its famous lights, including the Eiffel Tower, for Earth Hour. In the birthplace of democracy, thousands of Athenians will gather to watch the lights go out at the Acropolis in acknowledgement of their vote for action on climate change.

Metropolises across the Americas including New York, Rio de Janeiro, Toronto, Buenos Aires, Chicago, Mexico City and Las Vegas will see their united voice accompanied by unfamiliar lighting – stars.

Earth Hour Executive Director, Mr Andy Ridley, said that Earth Hour signals the beginning of the journey to Copenhagen, where the future of the planet rests with world leaders.

“Earth Hour will focus global attention on addressing the issue of climate change. We are asking one billion people to take part in what is essentially the first global vote for action on climate change by turning off their lights for one hour and casting a vote for earth,” he said.

“Earth Hour hopes to provide a global mandate for action on climate change to the world’s leaders at the UN Climate Change Conference in Copenhagen in December this year, where an agreement will be made to supersede the Kyoto Protocol.

“It is imperative this agreement leads to a sustainable outcome that suitably addresses climate change. Earth Hour presents an opportunity for every person in the world to have a say in that agreement’s outcome and ensure it isn’t merely an insubstantial token effort by our world’s leaders,” said Mr Ridley.

Yes, Mr. Ridley, I am sure that your Earth Hour spectacle will send a powerful message to all involved: the message that one can 'take action' without actually doing anything; the message that people will swallow any old populist tripe that governments and corporations manage to concoct, just as long as it makes them feels good. It clearly doesn't take much.