The city of Tel Aviv will mark "Earth Hour" Thursday evening with widespread darkness in order to raise awareness for the need to conserve energy. Business owners, city residents and workers are expected to turn off their lights at 20:00pm for the duration of an hour. Tel Aviv joins a number of cities across the world to participate in this event, from Sydney to Chicago. Even "Google" will take part by changing its website background from white to black. The Israel Electric Company welcomes the event but suggests a gradual decrease in electricity use which should start before the marked hour of 20:00pm, for fear that a sudden and complete cessation could lead to a collapse of the system.