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10:10 is a global warming mitigation campaign calling for immediate reductions in carbon emissions, 10% at a time. The project aims to demonstrate public support, apply pressure to policymakers to commit to national cuts, and inspire success at the United Nations climate change negotiations.
As of June 2011, over 100,000 individuals, businesses, schools and organisations have joined the campaign and pledged to reduce their emissions by 10% in a year.
The campaign was founded as a British campaign in September 2009 by Franny Armstrong, director of The Age of Stupid, with the aim of capturing the public imagination using individual action in a way similar to the Make Poverty History campaign. In mid-2010 the campaign went global; as of December 2011 10:10 claim there are campaign hubs in 41 different countries.
In October 2010, the group made headlines when a mini-movie produced for their campaign, entitled No Pressure, caused widespread outrage due to its gruesome content. Subsequently, several of 10:10's major corporate sponsors disassociated themselves from the group and withdrew support.
After producing climate change film Age of Stupid, Armstrong recollects being asked by people what they should do themselves for climate sustainability. 10:10 aimed to further and demonstrate a cultural change towards environmental sustainability. This was being done in preparation for the 2009 UN Climate Change Conference in Copenhagen. By documenting public support for UK cuts, Armstrong aimed to "break the deadlock" of shifting carbon culpability in the directions of major players abroad.
The campaign has attracted the support of major and diverse public figures and organisations, described by the Guardian as from a "cross-section" of UK society. On 18 October 2009, the campaign had 35,000 individual supporters, 1,200 businesses and 850 other bodies including schools and hospitals. There had also been heavy media coverage around the launch date, and there have been regular articles about the campaign's progress published by The Guardian.
The entire British cabinet, consisting of Gordon Brown and his senior ministers, committed to reduce their personal emissions by 10% in 2010, with David Cameron, the Conservative front bench, and Liberal Democrat leader Nick Clegg pledging equal support to the cause.
Since the Party conference season in 2009 when Nick Clegg and Ed Miliband urged the members of the Liberal Democrats and Labour party respectively to commit to the 10:10 cause, support within the political sphere has been steadily growing and to date over 150 Members of Parliament (MPs) have signed up. 10:10 also counts amongst its supporters many local councils, three British Embassies, nine Members of the Scottish Parliament (MSPs) and five Members of the European Parliament (MEPs). In December 2009, City of Edinburgh Council became the 100th council to sign up.
On 21 October 2009 the Liberal Democrats put an Opposition Day motion before the House of Commons that sought to commit the entire UK government and public sector to the 10:10 campaign. The motion was defeated by 297 votes to 226 under heavy pressure from the government, but an amendment was passed that committed an additional £20m to help government departments to further reduce their emissions.
Dozens of high-profile individuals have signed up to the scheme. They include chefs Delia Smith and Hugh Fearnley-Whittingstall, fashion designers Vivienne Westwood and Stella McCartney, TV & radio presenters Kevin McCloud and Sara Cox, writers Ian McEwan, Alain de Botton, Carol Ann Duffy and Simon Armitage, artist Anish Kapoor, comedian Rory Bremner, and actors Peter Capaldi, Samantha Morton and Colin Firth.
Individuals involved in politics who support 10:10 include economist Nicholas Stern, former London mayor Ken Livingstone, leading sociologist Anthony Giddens, Liberty director Shami Chakrabarti, socialite and environmentalist Zac Goldsmith, and established campaigner Peter Tatchell.
The 350 educational institutions signed up consist of large variety of groups, including primary schools and students' unions, as well as names such as King's College London, the University of Edinburgh, the University of Liverpool, the University of Westminster, the Science Museum and the Tate Modern art gallery.
These include Royal Mail, Microsoft, Tottenham Hotspur football club, the British Medical Journal, O2, the FTSE-100 listed insurance company Aviva and commercial property company Land Securities, B&Q, Bafta, Adidas, and Pret A Manger. In October 2009, WorldAccent Translation became the 1010th business to sign up. The Guardian newspaper has covered 10:10 extensively and is engaged in a special partnership with the scheme.
These include several NHS trusts, Cheshire Police Constabulary, the Women's Institute the government Environment Agency watchdog, and the British Fashion Council. Faith groups have shown interest in the campaign, with the entire Methodist Church of Great Britain in support, and Quakers in Britain encouraging its members to sign up "as a matter of urgency".
On Sunday 28 March 2010, 10:10 launched a new campaign to move the clocks in Britain by another hour, so giving Britain an extra hour of sunlight in the evening rather than in the morning when most people are still asleep. The Campaign was featured heavily in national media in the week that followed.
Solar Schools is a community fund raising scheme for renewable energy projects. It was trialled in 2011 with 8 schools across the UK. Each school has its own webpage where parents, ex-pupils, local businesses, and other supporters can buy squares of a ‘virtual’ solar roof. Once they have raised the total cost of the solar roof, they can erect it.
The idea is that the solar roofs will help the schools reduce their carbon footprint, turn a profit from the renewable energy it sells and provide the children with a platform for learning about clean energy.
On Friday 1 October 2010, 10:10 released a short film in which children and adults are graphically blown to pieces for being insufficiently enthusiastic about the 10:10 project, after being asked to participate at school and at work. Although originally planned to be shown in cinema and television advertisements, 10:10 removed the film from their website and YouTube later on the day of release following negative publicity. 10:10 director Eugenie Harvey subsequently apologised to the public and all sponsors and charities who had supported the film's production.
10:10 and 350.org jointly developed "a day of positive action on climate change", which occurred on Sunday 10 October 2010 (10 October 2010). The day included a wide range of events in a reported 180 countries, including sumo wrestlers in Japan, over 10,000 schoolchildren planting trees in Croatia and Russia, a telethon on national TV in the Netherlands and the president of the Maldives installing solar panels on his roof. Events occurred throughout the world.
On 1 September 2009, the campaign was launched at Tate Modern, London. Many high profile organisations and individuals had joined the advance sign-up and some of these were present at the launch. Stornoway and Reverend and the Makers played a free gig, which was compered by Sara Cox. Guests were able to sign up to the campaign using a bank of laptops and the first 3000 were given a free 10:10 tag. In addition, guests were given champagne donated by delivery-only supermarket Ocado, a 10:10 signatory.
The project encourages individuals, businesses, educational bodies and other organisations to cut their emissions with specific advice according to their different needs. The Guardian has also published articles from various groups and people on how they plan to cut their emissions.
Action for individuals includes taking less plane journeys and turning down the heating, as well as changing light bulbs, replacing old fridges and freezers and turning appliances off. The company suggests that people drive less, eat local, seasonal fruit & veg (rather than meat or dairy). Supporters are encourage to buy long-lasting or second hand goods, and recommended to repair and re-use old clothes, avoid unnecessary packaging and products, cook only what is needed, and reduce water usage.
The Royal Mail bid has become controversial, due to plans of an increase in its vehicles at the expense of foot or cycle transport, and its decision six years ago to halt railway transport of mail.
Like the white bands of the Make Poverty History campaign, 10:10 supporters can buy special tags to show their support. These tags are made from aluminium reclaimed from scrap aeroplanes. 150,000 have been produced from the plane involved in Flight 9, which was taken out of service. In addition to the small, personal tags, a larger version was produced for wall mounting.