At 4:49pm on 10 July 2011, someone in a suburb of Geelong clicked an online box that said ‘Yes! I pledge to turn my air-conditioner on 24 hours per day for at least the next 6 months!’ Over the next twenty-four hours, hundreds more from all states and territories followed links from mass circulation newspapers to an online form that invited them to leave their air-conditioners on the coldest setting for the next 6 months. Among them were a few bogus pledges – ‘John Howard’ pledged to leave on 98 air conditioners; ‘Retarded Foolsworthy’ with an email address of retard@youguys.com pledged 99 – but the vast majority were genuine.