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The iconic lights at Piccadilly Circus will tonight be turned off for the first time since the second world war to raise awareness of global warming.

All six advertisers at the world famous neon signs have voluntarily agreed to switch off their lights between 21:00 BST and 22:00 BST.

The gesture is part of the Lights out London campaign organised by Capital 95.8. A spokesperson for the radio station said it was "absolutely thrilled" to have secured the commitment of Coca-Cola, McDonalds, Samsung, TDK, Sanyo and Budweiser.

A Coca-Cola spokesperson added: "It's important that we all play our role on the environment. If everyone does their little bit, together we can make a big difference."

Other famous buildings in the capital joining the initiative to tackle climate change tonight include the Houses of Parliament, Canary Wharf, the National Portrait Gallery, BT Tower, the National Theatre, Harrods, City Hall, the Ritz, the Savoy and Buckingham Palace.

"Obviously heat and transport are the main sources of greenhouse gases which cause global warming so as environment secretary it is a big issue for me," commented environment secretary David Miliband, who has given the project his full support.

"I promise that the government is cooperating and Downing Street will be in the dark and we'll be doing the same in our department."

The one-hour switch-off has also been backed by Friends of the Earth, with the environment charity's London campaign chief Jenny Bates saying turning off unused lights could play a "significant role" in tackling climate change.