"Earth Hour" is a worldwide event organized by the World Wide Fund for Nature (WWF), encouraging households and businesses to turn off their non-essential lights for one hour to raise awareness about the need to take action on climate change. Earth Hour 2012 took place on 31 March 2012 from 8:30 p.m. to 9:30 p.m.
ICL Fertilizers (Dead Sea Works Ltd. and Rotem Amfert Negev Ltd.) also joined the effort to raise awareness along with local authorities and other institutions in Israel.
During "Earth Hour" the company turned off all the lighting at the site of S'dom: the potash plants, the metallic magnesium factory and the chlorine-bromine plant. Also at Rotem site, large equipment units were halted and the production plants were darkened.
After the event, the savings recorded in the electricity consumption were of approximately 5 MW at S'dom and about 3.4 MW at Rotem. The total measured savings nationwide, according to IEC was 65 MW. This is the fourth year that ICL Fertilizers join "Earth hour "global environmental effort to reduce energy consumption and thereby reduce greenhouse gas emissions. This action sends an important message of responsibility, awareness and concern about this issue.