Indian Cricket legend Sachin Tendulkar has pledged his support for Earth Hour – the global campaign supported by WWF to raise awareness and inspire individual action towards a better environment.

As someone who inspires billions across India, the much loved sports star will be the face of Earth Hour 2012, encouraging individuals, organizations, institutions and groups, to be a part of the largest global environmental movement in history. The big switch off will be observed on 31st March 2012.

“It is heartening to see how a single action of switching off lights for Earth Hour can bring the world together to pledge action towards a better environment. I am happy to be a part of this movement and encourage others to participate as well,” said Sachin Tendulkar.

Marking the fourth year of this journey, Ravi Singh, Secretary General & CEO, WWF-India, said, “Last year, Earth Hour encouraged individuals to adopt environment friendly practices in everyday life that would benefit the planet. In taking that message forward, Earth Hour 2012 aims to encourage entire cities to collectively shift towards sustainable development-by undertaking better land, water and energy management which will reduce the growing environmental impact of our urban lifestyles.”

Earth Hour Co-Founder and Executive Director, Andy Ridley said, “Earth Hour has the power to connect people from all walks of live with the desire to protect the planet. We are thrilled that the great Sachin Tendulkar will use his voice to inspire action and help make a difference to the world we live in.”

Last year marked the start of a new phase for Earth Hour, as it went Beyond the Hour, encouraging individuals to switch off plus commit to a more sustainable lifestyle.

Reaching 1.8 billion people across more than 5200 cities in 135 countries, hundreds of millions of individuals and organizations participated by switching off lights, and pledging to positive actions that benefit our planet. In India, Earth Hour reached more than 130 cities, including tier II and III, small towns and even villages.

Every year, Earth Hour wishes to set new standards and break its own records of mass participation. From here on, Earth Hour will not only be an annual lights out event, but an opportunity for communities to be part of the world’s environmental solutions through responsible action all year round.

As an open sourced campaign, Earth Hour uses social media to connect a global community of people inspired to change the world we live in.

Earlier this week, Miranda Kerr was also named as an Earth Hour ambassador.

Earth Hour 2012 will take place at 8.30pm – 9.30pm on Saturday 31 March

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