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The Sage Gateshead arts venue unveils a giant 10:10 tag outside their building. The Sage Gateshead arts venue unveils a giant 10:10 tag outside their building. THE STORY SO FAR...
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The story of the 10:10 campaign so far.
Transcript of 1010LookBook
The Sage Gateshead arts venue unveils a giant 10:10 tag outside their building.
The Sage Gateshead arts venue unveils a giant 10:10
tag outside their building.
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EVERYONE'S AT IT
It’s simple: We all cut our carbon by 10% this year. You, me, your work, your school,
the council, the church, the chip shop. Everyone.
In our homes, in our workplaces, and in our hospitals, our galleries and football clubs and universities, we’ll be helping each other take the first steps towards a better future.
Don’t worry if 10% sounds tricky – we’re working with the best in the business to make sure you get the help you need. Join us for practical advice and inspiration on bikes, boilers and everything in between.
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October 2009
Nina Dessau launches 10:10 Norway.
1 September 2009
10:10 launches with a party at Tate Modern’s Turbine Hall and takes over the Guardian’s G2 supplement. In the first 24 hours alone, 10,000 people sign up.
March 2010
10:10 holds an event at the home of River Cafe founder Ruthie Rogers and her husband, architect Richard Rogers. Ed Miliband and Jo Wood are present.
February 2010
Yann Arthus-Bertrand, the man behind the Earth from Above photobooks seen by 120 million people worldwide, is inspired to front 10:10 France.
2 April 2010
Yann Arthus-Bertrand discusses 10:10 on French TV, spreading the message to 10 million people.
18 March 2010
10:10 Ghana signs up five schools and the country’s education minister.
March 2010
The Foreign and CommonwealthOffice becomes the fourth government department to sign up.
June 2009
Franny Armstrong, director of The Age Of Stupid, comes up with the idea of 10:10 while strolling through Regents Park, London, en route to a debate with the then UK Climate and Energy Secretary Ed Miliband. The recent Climate Safety Report had identified a 10% cut by the end of 2010 as the kind of target we should be aiming for to maximise our chances of avoiding a climate catastrophe.
10:10 launches Lighter Later, a bold initiative to move the clocks forward by one hour to GMT+2 in summer and GMT+1 in winter. The move would reduce the UK’s CO2 emissions by 500,000 tonnes, prevent 100 road deaths per year and give the leisure industry a £3bn boost. Within a month, 10,000 people sign up to the campaign.
March 2010
October 2009
10:10 Ireland launches. Guests include senior execs from Facebook, the environment minister... and a pair of polar bears!
March 2010
10:10 Portugal, which started off as one man signing up his street, bags the front page of the Metro newspaper.
March 2010
The 10:10 Tags go on sale at 1010uk.org/mytag. Within a month 3,000 have been sold.
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5 June 2010
10:10 France launches.
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18 May 2010
The Royal Mail franks 36 million letters with the 10:10 logo as part of its 10:10 commitment.
20 April 2010
Canada, Hungary and Nepal come on board and start preparing their own 10:10 campaigns.
18 April 2010
10:10 Holland launches. On its first day it signs up 2,000 people, schools, two cities, MTV Netherlands, a kindergarten and a gaggle of famous faces including politicians, climate scientists and comedians.
2 June 2010
Tom Middleton’s track dedicated to the campaign and called 10:10 is released.
4 June 2010
10:10 announes that ten UK festivals including Isle Of Wight, Reading, Latitude and Bestival, have joined the campaign thanks to a partnership with Julie’s Bicycle.
London Underground announces that ten stations are on board, including Earl’s Court and Hyde Park Corner.
10 June 2010
29 May 2010v
10:10 spends a week at the Hay Festival, where it holds The Great Modern Art Tombola to raise funds. Prizes include originals by Picasso, Antony Gormley and Vivienne Westwood.
30 May 2010
10:10 Netherlands signs up politicians from all the major political parties prompting massive media coverage.
1 June 2010
10:10 Germany launches with the German cinematic release of The Age Of Stupid.
5 June 2010
10:10 Portugal and our first US hub, Washington State, also launch on this date, World Environment Day.
14 May 2010
The new coalition government commits the whole government estate to 10:10 – our biggest sign up so far! A 10% saving equates to around 600,000 tonnes of CO2 each year – equivalent to taking more than 200,000 cars offthe road. David Cameron announces the pledge during his first visit to the Department for Energy & Climate Change.
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5 June 2010
In Paris, 10:10 France launches officially, and the French Tennis Federation announce live at the televised final of the French Open that they’ll be joining 10:10. They join massive French sign-ups including L’Oreal, Sony, Saint Etienne FC, and the mayors of Lille, and Paris, which lines the approach to the Arc de Triomphe with 10:10 posters!
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Yvo de Boerex UN climate chief
Sir Nicholas Sterneconomist
Natascha McElhone actor
Kevin McCloud, designer
“If I could sign up anyone to 10:10 it would be Jeremy Clarkson or the Pope. He’s responsible for the ethical position of tens of millions of people worldwide and for millions of people flying to see him in St Peter’s Square.”
Daisy Lowe, model
“Because of my occupation I’ve always had to fly a lot. But this year I have been turning down jobs because I don’t want to fly nearly as much. The planet is so beautiful, she deserves to be treated much better!”
Samantha Morten actor
Jo Wood businesswoman
Sara Cox, DJ, presenter
“If I could sign anyone up to 10:10 it would be Simon Cowell. Did you see the X Factor? If he’s not in a Bentley he’s in a speed boat or a private jet. I’m hoping to make lots of little tweaks, like 80s draft excluders. I’m not too bad with turning off the lights as I grew up with the saying, ‘It’s not Blackpool illuminations you know.’”
EVERYONE’S AT IT!From medics to musicians, gas fitters to glamour models, dentists to DJs, climate change affects us all. Maybe that’s why so many celebrities are showing their support for 10:10.
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Sienna Miller, actor
“Reducing your carbon foot-print needn’t be hard work; a change as small as turning your thermostat down one degree, recycling clothes, or buying the 10:10 tag and wearing it with pride can make the world of difference”
Peta Todd, glamour model
“I think that the 10.10 campaign is really crucial as it is aiming to safeguard our planet for the future. In the past I’ve been as guilty as the next person when it comes to driving to the shops when I could walk or forgetting to switch my lights off. But by making little changes to the way I live I hope to help make a big difference.”
Hugh Fearnley-Whittingstall, chef
“The thought of calculating my carbon footprint makes me anxious: first the maths, then the embarrassment. My guiltiest secret is that I keep leaving the lights on.”
Thom Yorke musician
Vivienne Westwood designer
Amanda Holdenpresenter
Delia Smith cook
Ian McKewan author
Richard Curtis writer
Bill Bailey comedian
Heston Blumenthalchef
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10 The Guardian | Wednesday 2 September 2009
As writer Sarah Waters, the artists Cor-nelia Parker and Anthony Gormley joined the sign-up, the discussion among public fi gures was the pressing challenge of scal-ing back excessive air travel.
“I’d be quite pleased because I loath travel,” said Mike Figgis, the fi lm direc-tor. “I could say, ‘I’m sorry, I’ve got to the end of my quota and I can’t come’ when I am asked to another pointless business meeting in America.”
The artist Bob and Roberta Smith had turned down an invit e to the premiere of a show he put on in South Korea to make the 10:10 pledge instead. He said other art-ists could follow the lead: he designed his artwork but had it built on site in Seoul to his instructions and so did not even visit the country to install the work.
“The international art world does not need to fl y about. All these biennials don’t need to happen. We can all look at it on the net.”
He said 10:10 was an “important politi-cal movement” and called for political action to enforce compliance with a 10% emissions cut . “A night in the cells would be good for people who own a 4x4 .”
More signifi cant than celebrity travel plans were the institutions and businesses committing to a 10% cut at the mass sign-up. Islington council, in north London, is planning free showings in the borough of The Age of Stupid, the climate-change drama documentary created by 10:10 organiser Franny Armstrong . “We have to do it together, residents and the council,” said Greg Foxsmith, a councillor.
As an open letter was sent out to all 1.3 million staff in the NHS, the biggest employer in Europe, Patrick Geoghegan, chief executive of South Essex Partner-ship University Foundation Trust, said all health trusts and hospitals should join them in signing up to 10:10.
“Health should sign up to this. If we’re looking after people we’ve got to look after the environment because it impacts on people’s health. It’s complimentary to what we are trying to do in the NHS.”
Performing to a crowd that grew as the evening went on, Jon McClure, the lead singer of Reverend and the Makers, said: “I hope you all get on with your 10% cut, I’ll buy you a pint if you get to 20%.”
Despite criticism over the lack of leadership from politicians on tackling climate change, the Liberal Democrat cli-mate change spokesman, Simon Hughes, turned up and said he hoped to persuade his party to commit all Lib Dem councils, members and the party as a whole to a 10% cut in 2010.
Ken Livingstone, the former mayor of London, said the person he most hoped would sign up was not his successor, Boris Johnson, but Gordon Brown. “The Labour government has said everything correctly internationally going right back to Kyoto.
Thousands take emission cut vows in cathedral of modern art
10:10 campaign
Patrick Barkham
As a cathedral to the concept of cutting emissions, Tate Modern in London could not be bettered. Where four vast oil-fi red generators once churned out greenhouse gases, thousands of people yesterday pledged millions of tiny gestures to col-lectively cut carbon emissions.
Holding a fl urry of personal pledges on pink card, families, celebrities and busi-nesses celebrated the launch of the 10:10 campaign by promising to “turn my heat-ing down”, “fl y less”, “love jumpers”, “ eat less cheese” and “learn to ride a bike”.
The grassroots campaign, in which indi-viduals and institutions make a personal vow to cut their carbon emissions by 10% in 2010, in a fi rst step to try to stop runa-way climate change, attracted 5,000 sig-natures in the hours following its launch.
The number of people altering their lives in small ways was far higher, how-ever, as large organisations such as Guy’s and St Thomas’ hospitals, with 10,000 employees and vast buildings, joined celebrities including the music producer Mark Ronson and Stella McCartney sign-ing up to the campaign on its fi rst day.
It was not just Tate Modern’s past as Bankside power station that made it a par-ticularly symbolic place to begin tackling our excessive carbon emissions.
The sign-up and free concert from Stor-noway, and Reverend and the Makers, was on the Thames tidal fl ood plain and would almost certainly be inundated by the close of the century under projections for sea level rise unless the Thames Barrier were massively reinforced.
The spirit of the mass sign-up was not one of doom and gloom, however. There was cheery determination about the ingenious ways people were not just going to cut their carbon emissions but improve the quality of their lives.
Catharine Dooley, a learning support assistant from south London, said she had dug up her patio and started a vegetable garden and would be trying to walk more. Zach Scott-Grey, 12, and his sister, Yasmin, 11, pledged to eat less junk food and more organic, local produce. “It’s going to be a major challenge,” said their dad, Chris Scott-Grey. He plans to cut down on his petrol by driving them about less .
Many people spoke of hoping to per-suade friends, neighbours and their employers to join the campaign.
Anna Post, a mother from Battersea, south London, hoped to persuade her church to sign up. She compared the issue of combating global warming to the slave trade; like tackling climate change, it was feared that the abolition of the slave trade would ruin the US economy. “Now it wouldn’t occur to us to have a slave trade. I’ve always thought wasting things is a moral issue, not just an economic issue. It’s immoral to be wasteful and the church really has a role to play,” she said.
Which of these statements mostclosely resembles your own view?
61%
32%7%1%
I do some “green”things but I knowI could do more
I think my behavioris already “green” –by and large I do my bit
I don’t do any“green” things
Don’t know
%
Tate’s former power station provides apt backdrop for millions of tiny pledges
The early adopters
• OrganisationsNational Museum of Science and Industry (includes Science Museum, National Railway Museum, National Media Museum), Tate, Tot-tenham Hotspur football club, Royal Society of Arts, Women’s Institute, British FashionCouncil, Business in the Community, Mumsnet, Sage Gateshead, Julie’s Bicycle and Arcola Theatre
• BusinessesOracle, Co-operative, Logica, Colliers, Ocado, Guardian/Observer, Adnams Brewery, Olswang Law, Honeybuns Bakery, Ogilvy PR, Eaga, Nova, British Gas, EDF, E.ON and Scottish & Southern
• Charities signing up for launchComic Relief, ActionAid, Global Action Plan, Women’s Environmental Network, Campaign for Greener Healthcare, Operation Noah, Envision, OneClimate, Fauna & Flora Intl, Green Thing
•Hospitals and health centresUCLH, Nottingham, Bristol, NHS South West, St George’s, Frimley Park, Old School Surgery, Tameside &
Glossop, British Medical Journal, Basingstoke & North Hampshire
• CouncilsGreenwich, Hackney, Islington, Richmond, Oxford, Slough, West Sussex, Stroud, Eastleigh, Kirklees
• Universities and schoolsEdinburgh University, Westminster University, King’s College London, Liverpool University, South Thames college, Newcastle student union, National Union of Students (NUS) , Birmingham student union, UEA student union, Leicester stu-dent union; Fox primary, Kensington; St Martin primary, Shouldham, Kings Lynn; Petchey Acad-emy, London ; Crispin school, Somerset; Ashley primary, Walton-on-Thames; Rosemary Musker high school, Thetford, Norfolk; Ambler primary, Islington, London; King’s College school, Wim-bledon; Whitby community college ; Winton primary, Islington, north London
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Yes83%
No17%
%
Yes69%
No31%
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Yes75%
No25%
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Yes75%
No25%
Would you buy a smaller, more fuel-effi cient car?
Would you be willing to fl y less?
Would you buy less non-European food that had travelled by air?
Would you be willing to drive less?
They have always had a complete dissolv-ing of the spine when it came to saying or doing anything that would confront peo-ple with having to make choice,” he said.
Asked what he thought of Ed Miliband, the climate change secretary, who has personally committed to 10:10, he said: “I suspect he wants to do the right thing but many of his colleagues are afraid of losing a Daily Mail reader in Chipping Sodbury.”
After Reverend and the Makers fi nished their set, Kevin McCloud, the presenter of Grand Designs, pointed to St Paul’s and said: “Over there is a truly extraordinary building built 350 years ago. I pray that in 350 years our descendants are here to build things as extraordinary as that. If you all go out and get 10 people to sign up to 10:10 and get them to sign up another 10 people on Friday, then by next Tuesday the whole planet will have signed up and we will have won.”
Franny Armstrong, page 30 ≥
Greener Healthcare, Operation Noah, Envision, OneClimate, Fauna & Flora Intl, Green Thing
•Hospitals and health centresUCLH, Nottingham, Bristol, NHS South West, St George’s,Frimley Park, Old School Surgery, Tameside &
bledon; Whitby community college ; Winton primary, Islington, north London
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Section:GDN BE PaGe:11 Edition Date:090902 Edition:01 Zone: Sent at 1/9/2009 21:03 cYanmaGentaYellowblack
The Guardian | Wednesday 2 September 2009 11
On the site todayVideo Franny Armstrong on why : matters; and the making of the : tags
Podcast Jon Dennis presents today’s Guardian Daily from the launch of the : campaign at Tate Modern
Pictures The launch party as it happened
Pledge bank Tell the world how you will cut %
Comment Andrew Simms on why the politicians are running out of excuses
guardian.co.uk/-
Head of the queue
Technology
Scientists urge investment in geoengineering as safety net
Alok JhaGreen technology correspondent
Experiments on giant sunshades for the Earth and vast forests of artifi cial trees must be set up immediately to ensure such mega-engineering plans are a safety net in case global talks to combat climate change fail, claims the Royal Society.
Scientists who spent a year assessing geo engineering technologies – planet-scale interventions that attempt to coun-teract global warming – have concluded that immediate investment is required .
“Unless the world community can do better at cutting emissions, we fear we will need additional techniques such as geo engineering to avoid very dangerous climate change in the future,” said John Shepherd of the University of Southamp-ton, who chaired the Royal Society geo-engineering report.
The report, Geoengineering the climate: science, governance and uncertainty, which was published yesterday , says some approaches, such as the capture of carbon dioxide from the atmosphere through the use of synthetic “trees”, or the shooting of tiny particles into the upper atmosphere to refl ect away sunlight, looked promising, but that all geoengineering techniques carried uncertainties regarding their own environmental impacts.
The Royal Society considered two main categories of the technology. One involves refl ecting a small amount, around 2%, of the solar radiation that reaches the Earth, thus preventing the planet from warming up. The other category involves removing greenhouse gases from the atmosphere.
“CO2 removal methods are preferable because removing greenhouse gases from
the atmosphere addresses the problem at its root and is returning the earth’s cli-mate system closer to its natural state,” said Shepherd. But he said there was a lack of crucial experimental data . “We need to initiate research so we can understand the intended and unintended consequences of these methods so that, if we ever do need to deploy them, we can do so in a sensible and eff ective way.”
The report calls for about £10m a year to be spent in the UK as part of a global £100m fund . “That’s about 10 times what is being spent now and about 10 times less than what we spend on climate change research . And it’s only 1% of what we spend on new energy technology.”
Ken Caldeira, a climate scientist at the Carnegie Institution, in California, said this early-stage research had to be carried out as soon as possible. “The worst situ-ation is to not test the options and then face a climate emergency and then be faced with deploying an untested option, a parachute that you’ve never tested out as the plane’s crashing.”
Among the most promising technolo-gies identifi ed by the Royal Society were techniques to suck CO2 directly out of the atmosphere . The frontrunner was a design by Klaus Lackner, of Columbia University, in New York.
His artificial trees were not yet cost-eff ective to produce but, Shepherd said, it was probably “just a matter of time”.
The Royal Society said that shooting sul-phate aerosols into the stratosphere would also work well, as previous volcanic erup-tions had shown: when Mount Pinatubo in the Philippines erupted in 1991 global temperatures dropped by 0.5C the follow-ing year. The costs would be relatively low but the scientists were concerned about potential adverse eff ects, in particular the destruction of the ozone layer.
Doug Parr, chief scientist at Greenpeace UK, said: “Geoengineering is creeping on to the agenda because governments seem incapable of standing up to the vested interests of the fossil fuel lobby, who will use the idea to undermine the emissions reductions we can do safely. Intervening in our planet’s systems carries huge risks, with winners and losers, and if we can’t deliver political action on clean energy and efficiency then consensus on geo-engineering is a fantasy.”
%
Yes65%
No35%
%
Yes68%
No32%
Would you fi t solar panels to your house to generate energy?
Would you be willing to travel more on public transport?
The amount Royal Society scientists believe should be spent yearly in the UK on research intotechnical solutions to global warming
£10m
Patrick Barkham
Her face a picture of concentration, Lauren Haviland Webster very care-fully wrote out her pledge in thick black marker pen: “I will switch off lights”.
Along with her mother, Claire, the 10-year-old was fi rst in the queue at the Tate Modern to sign up for 10:10 yesterday.
Claire and Lauren had travelled by train from Brighton just to sign up after reading about the launch of the campaign to cut carbon emissions in
2010 in yesterday morning’s Guardian. Lauren said her guilty green secret
was that she “watches the TV a lot” so she hoped to cut down on that. She was particularly concerned that global warming could drive polar bears and penguins to extinction in the future.
When she went back to school on Thursday, she said, she hoped to persuade some of her classmates to sign up to 10:10 too. “We have an eco-club at school, and last term we built a greenhouse out of plastic bottles,” she said.
According to Claire, an ICT and business studies teacher, her family already leads a pretty green lifestyle.
“We started growing some vegeta-bles, we didn’t fl y on holiday this year, we recycle at home and we have a very active compost system,” she said.
But she hoped the family could fi nd ways to get a 10% cut by looking at cutting their energy consumption at work and reducing what they threw away and recycling their technology at home.
“We go out and we do have iPods and update our computers and we don’t think enough about how they are being disposed of,” she said.
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20 The Guardian | Wednesday 2 September 2009 The Guardian | Wednesday 2 September 2009 21
Tate Modern 01.09.09 10:10 supporters at the campaign launch with their pledges
Tishi Kohli 70Retired petrochemical engineer, New Delhi
Alice Brewer 18Student, Oxford
Oscar Vickamon 35Energy consultant, Marylebone, London
Noel Fryme 49Teacher, Enfi eld, London
Tony Winlow 61Architect, London
Victoria Mace 25Venue manager, Hackney, London
Anna Torode 61Retired teacher, north-east London
Michael Clark 14S tudent, London
Olivia McGregor 22Charity worker, London
Alice Simonetti 32Receptionist, Swiss Cottage, London
Adam Rogerson 13Student, London
Irene Oppong and Alicia Roberts-Brown 21 and 20 Students, Plymouth and London
Margaret Remana (and her four-month-old baby Zafi rah) 33Teacher, Marseille, France
Thompson Hall 34Artist, London
Daisy Peak 16Student, Tottenham, London
Kate Coxhead 24Charity worker, Bristol
Kathy Trevelyan 55Tour guide, London
Callum Redfern 24Unemployed photographer, north London
Sue Egan 55Teaching assistant and librarian, Bo lton
Angela Williams 57Mature student, Barbados
Yvonne Bonnany 77 Actor, Crouch End, London
Nanako Takeuchi 21Student, Tokyo
Simon Brackenborough 24Administrator, Hampshire/London
Emmet Haverty-Stacke 36Student, London
Katharina Tebble 16Student, south-east London
Paul Kubalek 35Graphic designer and photographer, Austria/London
James Hansell 23Unemployed, Tonbridge, Kent
Pablo Mendoza 31Mechanical engineer, Billericay, Essex
Dipti Hirani 20Student, Kingsbury, greater London
Chris Goodall 53Writer, Oxford
John Milmo 25Film-maker, Hildenborough, Kent
Cristel Guajardo 26Alumni offi cer for charity, London
PHOTOGRAPHS: LINDA NYLIND, MARTIN GODWIN. INTERVIEWS: SARAH PHILLIPS, ADAM VAUGHAN AND DUNCAN CLARK
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ALLA JOBBAR MED DETA . TODO EL MUNDO LO ESTÁ HACIENDO . KAIKKI TEKEVÄT SITÄ . TODOS FAZEM A DIFERENÇA . EVERYONE’S AT IT . ALLE
You can’t keep a good idea to yourself: what started off as a UK-wide campaign has quickly been rolled out by enthusiastic supporters across the globe.
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Status: Active
“I initially only planned to do 10:10 as a shared effort between three houses of nearby friends, but soon engaged in growing 10:10 Portugal substantially. After one week the Metro newspaper (130,000 prints in Portugal) ran a page on 10:10. The piece was quickly followed by much more media attention and many more sign-ups.”
Status: Active
“Our objective is to show that by working together and simultaneously, from today onwards, we have the power to change things. The goal is not to blame but to make people take responsibility. We’re not waiting until 2020 or 2050, we’re starting today!“
“We live in a world where government can cut down 400 trees in the centre of of Serbia's capital to create parking spaces, or where asbestos is dumped on the coast of Croatia. While the environment is often the last thing people think of - especially in emerging markets or less developed countries, we need to act before it's too late. Our most exciting 10:10 development so far is starting discussion with governments regarding their commitment to lower carbon emissions.”
Sandra Antonovic, coordinator
Nina Dessau, coordinator
Yann Arthus-Bertrand, spokesman
Joao Barreto, coordinator
Status: Active
Status: Active
“One of our team, Georgiana Keable, put it best: ‘In a fairytale you only get a happy ending when you make a heroic effort.’ I think this reflects our situation now.”
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With 34 hubs planning to launch including Spain, Canada, Sweden, Hungary, Costa Rica, Denmark and Egypt!
ACTIVE LIST:
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TEAM
campaign director
Eugenie HarveyTEAM
director, 10:10 Global
Lizzie Gillett
TEAM
10:10 founder
Franny Armstrong TEAM
campaign advisor
Leo Murray
TEAM
campaign manager
Daniel Vockins
TEAM
strategy director
Duncan Clark
Film director Franny (Age of Stupid, McLibel, Drowned Out), accidentally became a climate campaigner when she dreamt up 10:10. She’s also pioneered “Crowd-Funding” film financing and “Indie Screenings” distribution and her films have been seen by 55 million people.
Eugenie founded We Are What We Do, which has been behind
many of the most eye-catching and effective environmental
campaigns in the UK, including I’m Not A Plastic Bag and the
Change The World For A Fiver book.
Daniel co-ordinated the Not Stupid campaign, where he launched a new film distribution system and handled ticket sales and outreach for the largest simultaneous film premiere in history.
Leo has played an instrumental role in UK climate activism. He was taken to the high court over the 2007 Climate Camp at Heathrow and has served as press officer for Plane Stupid.
Duncan has worked as a consultant environment editor at The Guardian and BBC Worldwide. He helped set up CoolEarth.org, the GreenProfile imprint among other initiatives.
Lizzie Gillett is the producer of The Age Of Stupid. On the five-year production she managed a crew of 105 people in six countries and raised £1 million through the pioneering crowd-funding model. She organised the Guinness World Record beating Global Premiere, in which over one million people in 63 countries participated.
What the 10:10 team lacks in size it makes up for in passion and dedication. From established campaigners and renowned environmental experts to web wizards and an army of interns, 10:10 is teeming with gifted individuals all beavering away to help you cut your 10%.
Every day is a learning experience at 10:10, with experts regularly dropping by to host seminars at 10:10 HQ. Previous speakers have included the Guardian’s Ian Katz, and Bryony Worthington of Sandbag.org
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10uk.org
Everybody loves the sun. But every year we set our clocks so that we get less of it in our lives, sleeping through the sunlit mornings while we use expensive, polluting electric lights to keep out the dark nights. LIGHTER LATER is a campaign to brighten all of our days, by changing the clocks so we are awake when the sun is out.
It's also the best proof yet of 10:10's bright idea - that It's also the best proof yet of 10:10's bright idea - that cutting carbon and making life better can and should go hand in hand.
Go and join in today. Sign up on the right.
Name
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ADD YOUR VOICE
GIVE ME MORE SUNSHINE!
HOME THE ISSUE
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HOME THE ISSUE
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SUPPORTERS ABOUT 10:10
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WHAT A DIFFERENCE AN HOUR MAKES...
LIGHTERLATER
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At the end of March, as the UK entered British Summer Time, 10:10 launched its Lighter Later campaign. The premise was simple and incredibly common-sense: by moving the clocks forward by one hour to GMT+2 in summer and GMT+1 in winter we could make the most of our daylight hours, rather than the current system, under which hours of daylight are wasted early in the mornings when most of us are still asleep.
Within less than two months more than 11,000 people had signed a letter to prime minister David Cameron, which will be delivered to 10 Downing Street on June 21, the summer solstice, and the day on which most precious daylight is wasted (at the height of summer it gets light at around 4.30am!).
The letter explained the very clear benefits of Lighter Later: a reduction in the UK’s carbon emissions of 500,000 tonnes during winter alone, in addition to a fall in road deaths (around 100 a year), and a boost to the tourism and leisure industries of around £3billion annually.
On the same day, Dr Elizabeth Garnsey of Cambridge University will present a new piece of peer-reviewed research to a gathering of MPs and lords at the Houses of Parliament. Meanwhile, Adrian Sanders MP has tabled an Early Day Motion asking MPs to support Lighter Later’s suggestions.
Lighter Later is just another example of 10:10’s ethos: that carbon reduction makes people happier and healthier.
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SCALE 10:1
In its former life as passenger jet, G-BDXH made headlines in 1982 when, having flown through a cloud of volcanic dust in West Java, all four of its engines failed. Some quick thinking by captain Eric Moody saved the lives of the plane’s passengers, and some 25 years later the plane was retired from service.
In 2009 10:10 snapped up a section of G-BDXH fuselage to be melted down into 50,000 10:10 tags, which are now raising funds and awareness for the campaign.
More than 5,000 tags have been sold to date. In recent months the tag and its amazing history has been documented on BBC news, has been sported by a gaggle of celebrities, and has even made it onto BBC soap opera The Cut!
TALE
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Sunday Times Style Sunday 28 March 2010
PR
ES
S10
10uk.org
OK! Tuesday 6 April 2010
New!Tuesday 13 April 2010
StylistWednesday 1 April 2010
� � � W W W � S T Y L I S T � C O � U K
FACE TREAT
Kéraskin’s Aqua-Lipidium Masque, is the perfect treat for weather-worn skin (£35,
keraskin-esthetics.com).
SPRING HAS SPRUNG
These pretty muscari flowers will be everyone’s
cup of tea (from £45, moysesflowers.co.uk).
PIN HEAD
You may not use pins, but this retro tin is cute enough
to display anyway (£2.75, patchworkharmony.co.uk).
NECK TIE
Knot this colourful silk scarf around your neck to perfect the Grace Kelly look (£195,
liberty.co.uk).
SHEER ROMANCE
Subtle nude shades and flouncey chiffon… This dress
could be designer (£60, warehouse.co.uk).
ALL BLOWN UP
The final piece to get your garden summer-ready: a
striking bright lounger (£285, evitavonni.co.uk).
TAG TEAM
Wear this tag, made from a retired jumbo jet, to help
combat climate change (£2 for tag only, 1010uk.org).
HATS OFF
These quirky hat lights will put a smile on even the most
miserable face (from £150, grahamandgreen.co.uk).
IN THE SHED
Disproving the rule that sheds are just for dads is this work of art (£1,500, 6ftx4ft,
theposhshedcompany.co.uk).
STRAPPING SHOES
March to the military tune in these utility sandals from the Diesel Black Gold collection
(£315, diesel.com).
SMUDGE FREE
Givenchy’s legendary Phenomen’Eyes Mascara, is
waterproof too (£19.80, parfums-givenchy.com).
BLOOMING BOSOM
Smooth, shimmering décolleté here we come with
Perfect Cleavage cream (£60, thisworks.com).
LIMITED GEMS
Only 300 of Estée Lauder’s 50th anniversary Beautiful
solid perfume compact exist (£200, harrods.com).
TEA TIME
What’s not to love about a cup of tea from a
pretty flask? (£15.95, handpickedcollection.com)
ROSE TINTED
The world will look happier through these lace-effect
framed numbers (£16, jeeperspeepers.co.uk).
S H O P
T H E � S T Y L E � L I S T
Fashion
director’s
pickTAG
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Time OutThursday 3 June 2010
FM WorldThursday 8 April 2010
ZOOTuesday 4 May 2010
PR
ES
S10
10uk.org
What is 10
:10? 10
:10 is an am
bitious project to unite every sector of British society behind one simple idea:
that by working together w
e can achieve a 10% cut in the U
K’s carbon emissions in 2010.
Now
not later We know
we need to act im
mediately to stop clim
ate change from getting out of control,
but we only ever hear about long term
targets for 2020 or 2050. Enough talk about tomorrow - we're getting on with it today.
Ourselves not som
eone else There's a lot of finger pointing with climate change - and we'd all like to be able to blame someone else for the problem,
whether it's C
hina, big oil companies or our ow
n government. 10:10 is di�erent. It's about showing we mean what we say about wanting action on climate change
- b
y taking it ourse
lves.
Realistic not impossible 10
:10 is about taking the first steps on the road to a post-carbon future,
a road that should become easier to travel as our society adjusts to using less fossil fuels. It's not about hair-shirts or sacrifice.
Exciting not depressing We've heard enough about the problem.
10:10
is about improving our lives and realising a positive vision of a carbon free world.
Changing the w
orld not just our lifestyles We know that it can be very di�cult to live sustainably
10:10
sta
rted
life
as
a ha
ndfu
l of p
eopl
e w
ith s
trato
sphe
ric a
mbi
tions
and
very
little
else.
and
have
bee
n pu
nchi
ng fa
r abo
ve o
ur w
eigh
t eve
r sin
ce.
Just
a fe
w m
onth
s af
ter i
ts g
rand
unv
eilin
g, 10
:10 n
ow o
pera
tes i
n te
n countrie
s across
four continents,
10:10
cou
ncils
pro
vide
low
er-c
arbo
n lo
cal s
ervi
ces
to 2
5m p
eople in
the U
K, and businesses with a combined turnover
it fl
ashe
s ac
ross
the
big
scre
ens
at P
rem
ier L
eagu
e gam
es and m
usic major fe
stivals.
10:10
is s
plas
hed
acro
ss th
e pa
ges
of O
K!, T
ime
Out
and
the Sun. It
’s being debated on TalkSport Radio;
We
belie
ve th
at a
ctio
ns s
peak
loud
er th
an w
ords,
agai
nst c
limat
e ch
ange
the
wor
ld h
as e
ver s
een.
This
yea
r, w
e’re
pro
ving
that
get
tin
g carbon under control
getti
ng m
ore
peop
le in
vo
lved and pushing politicians
is n
ever
har
der t
han i
t needs to be.
We
hope
you’ll join us.
To b
ridge
this
gap
, we
quic
kly
mas
tere
d th
e ar
t of s
ham
eles
sly e
xtra
cting
fa
vours
from people,
with
mor
e ov
erse
as b
ranc
hes
star
ting
up e
very
mon
th. R
ight
now
, more
than 70,000 people are working to bring down their emissions.
of m
ore
than
£37
bn a
re th
row
ing
thei
r wei
ght b
ehin
d se
rious
carb
on cuts.
Supe
rmod
els,
cel
ebrit
y ch
efs,
and
gov
ernm
ent m
ini
sters
wear 10:10
Tags.
But
that
’s ju
st th
e be
ginn
ing.
and
on 10
th O
ctob
er 2
010
(10:10
:10) w
e’ll p
ut this t
o the test with the biggest day of action
can
be e
asy,
a�o
rdab
le a
nd m
aybe eve
n (whisper it) fun.
In 2
011
, we’
ll be
get
ting
to w
ork on the next 10%,
to e
nsur
e th
at lo
w-c
ar
bon living
BE
YO
ND
20
1010
10uk
.org
