The next step

http www 1010global org uk

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Cut carbon - no pressure!

What’s the 10:10 campaign? Launched in the UK in September 2009, its aim is to convince businesses and others to cut the amount of carbon emissions they’re responsible for by 10% (see The next step). The organisers use many forms of media to promote their message, including websites and viral videos.

On paper. This particular video must have looked a great idea on paper. It has big name stars, including footballers such as David Ginola and actress Gillian Anderson. Plus, it was directed by Richard Curtis of Four Weddings and a Funeral fame. So how could it go so badly wrong?

The message. Rather than being a witty and convincing film about cutting carbon emissions, the team behind it chose another option: shock. During the film, those who aren’t 100% on board with the climate change and carbon cutting messages are blown up. The video includes graphic scenes during which staff in an office environment and school children who are sitting at their desks get caked in blood.

Not the intended outcome. Rather than achieving its goal of encouraging everyone to cut carbon emissions by 10%, it’s provoked a completely different response. Big name companies who have signed up to the campaign, such as O2, have instantly distanced themselves from it. Plus, it has prompted many others to state that the “green” movement is falling back into the hands of the activist brigade.

Tip 1. Ramming the climate change message down people’s throats doesn’t work. And nor do shock tactics.

Tip 2. Unlike the makers of this video,don’t try to force your staff to follow your beliefs on climate change - many are very sceptical about it and won’t appreciate their employer trying to influence their opinion.

For further information on the 10:10 campaign, visit http://environment.indicator.co.uk (EN 05.05.01).