First organized in Sydney, Australia, in 2007 by the local chapter of the World Wildlife Fund, its popularity and the level of participation (both individual and official) that generates has exploded in recent years – to the point that there is barely a corner of the earth that the campaign hasn’t touched. As Greg Bourne, CEO of World Wildlife Fund in Australia, put it: “We have everyone from Casablanca to the safari camps of Namibia and Tanzania taking part.”