This paper will analyze an Argentinean case-study concerning how individual responsibility for global environmental change is communicated at the public event “Earth Day” by environmental actors. The case-study is based on observations and interviews. The attempt to mobilize the general public is just in line with Agenda 21 and the requirement for wide civic participation. While individuals have been given responsibility for changing their everyday habits with environmental consequences in many Western countries, governments and environmental organizations are still considered as the predominant actors in many developing countries. The sprouting focus on individual responsibility in Argentina is thereby an interesting empirical case.