10:10

[biffvernon]

New Carbon Campaign 10:10 Launches

Not many things bring The Guardian and The Sun together. Even fewer unite energy companies with climate activists. Enter 10:10, a national drive to reduce the UK's domestic greenhouse gas
emissions by 10% during 2010.

The plan is simple: by signing up, any individual, school, business or organisation pledges to do their best to reduce their emissions by 10 per cent during the year 2010. It's easy to feel powerless in the face of a huge problem like climate change, but by uniting large numbers of people and institutions around immediate, effective and achievable action, 10:10 enables all of us to make a meaningful difference.

Launching on September 1st in the Tate Modern's iconic Turbine Hall, 10:10 will be backed by a huge publicity push and is already supported by some of the biggest names in business, the arts, sport and politics.

Timeline

10:10 has three distinct phases:
Firstly, the gathering of commitments from individuals, families, businesses, and organisations from schools to football clubs, to cut 10% of their emissions by the end of 2010 (see our methodology documentation for details on how this will work).
Stage two, in late September, will see us collectively challenge the UK government to match the commitment made by the thousands who have signed up to 10:10 by promising similarly tough action for the country as a whole.
The third stage begins in January 2010 as we help our supporters to implement the cuts they have pledged to make, offering them expert advice and allowing them to share their hardearned wisdom. This stage will be backed by regular features in our partner newspapers, together with online networking tools.
10:10 is unique because:

It is such a simple, catchy concept
It is universal and open to all, actively engaging every sector of British society under one
banner to reduce our emissions
It places these individual efforts firmly in the context of a national movement to tackle
climate change
It frames this collective drive around a concrete, near-term, science based target
It provides an unprecedented mechanism to translate individual action on climate change
into a powerful, popular mandate for political action
It is guaranteed extensive coverage across a wide spectrum of print media
It is an idea whose time has come - a fact that is clear from the huge cross-sectoral support 10:10 has already secured, even before it has launched
Why 10%? Why 2010?
Because while politicians argue about targets for 2050 and 2020, scientists say it will not be possible to meet these targets without the right action now. World emissions must peak and begin to fall within the next few years, and that means we need significant reductions in the developed world as quickly as possible. The longer we leave it, the harder it will be - so a 10% cut in 2010 is the perfect place to start.

Who is behind 10:10?
10:10 was devised by the team behind The Age of Stupid in partnership with The Sun and The
Guardian. We have a powerful support network providing 10:10 with expertise and funding from a wide range of organisations. 10:10 is registered as a not-for-profit company limited by guarantee.

What about Copenhagen?
By forcing the British government to make a dramatic commitment to immediate emissions
reductions, 10:10 aims to put Britain in an historic leadership role in the run up to the crucial climate summit. Those involved in negotiating the Copenhagen deal say the chances of getting developing countries to sign will be increased if they see the rich world leading by example.

10:10 for Individuals
Cutting 10% really is easy for most individuals and families. It's at the level of lagging your loft,
upgrading your boiler, or taking one less long-haul flight. 10:10 will walk people through the steps they need to take to make their 10% cut, with support from the Energy Savings Trust and others.

10:10 for Businesses and Organisations
For most organisations the first 10% is ambitious but achievable. It's typically about low or zero cost measures. Many businesses will see savings as a direct result of cutting their emissions. The combination of a compelling campaign message and wholehearted support from two of the UK's
most prominent newspapers means that organisations can expect their participation to yield
excellent publicity and CSR benefits.

What about those who don't reach 10%?
We're sure that 10% reductions are achievable for almost every business, organisation and
individual. That said, any reductions in emissions are worth celebrating, and that's what this project will do. 10:10 is all about getting society as a whole to aim higher - or rather, lower. After all, we won't know what's really possible until we try.

Is 10:10 just about Britain?
10:10 is being launched as a UK campaign but the scientists say it is the right target for the whole developed world. The hope is that the campaign will be replicated in other countries, and we'll be
making it as easy as possible for that to happen.

Will there be a symbol like the Make Poverty History wristband?
10:10 is producing metal tags that can be worn around the wrist or neck (or anywhere else). They are made from scrap metal salvaged from old airliners.

Is this just another greenwash campaign?
10:10 is not about hair-shirt environmentalism or forcing people to make major sacrifices for the
sake of the planet. But it is about starting to make genuine changes to British society, changes that we need so our children can look forward to a brighter future. That's why 10:10 does not recognize any form of offsetting as counting towards the 10% target. Becoming truly 'carbon neutral' is a long way off, and 10:10 is just the first step on the journey to this destination.

How can people sign up?
On September 1st there will be a mass sign-up event at Tate Modern. But individuals and
organisations will be able to sign up on the 10:10 website (www.1010uk.org) at any time until mid 2010.

[biffvernon]

Q: What have Spurs, Alistair McGowan and the Science Museum got in common?
A: 10:10

This Tuesday, thousands of individuals and organisations from every sector of British society are putting aside their differences to get behind one simple idea: that together we can take the first step towards tackling climate change.

All will be revealed at Tate Modern this Tuesday 1st from 4-7pm with live performances from Reverend and the Makers, Stornaway and Sara Cox.

Get yourself down to South Bank this Tuesday and help write the first chapter of the biggest story of the 21st Century.

www.1010uk.org

~~~~~~~~~~~~~~~~~~~~~~~

PLUS

~ Free Champagne for the first 1,000 to sign-up courtesy of Ocado
~ Massive Gigapan photo on Southbank. (Remember Obama's inauguration? http://gigapan.org/viewGigapan.php?id=15374) Come and be included to be featured in The Guardian)
~ Grab yourself a free piece of a 747 Jumbo Jet (seriously see www.1010uk.org for more)
~ Sign-up yourself, your family, your business and everyone you know, this is the start of something big
~ Follow us live as it happens on Twitter @tentenuk

[Big Al]

So it's another talking shop then.
I must admit I got bored by the time I'd read half way down so skimmed the rest.

A lot of points need to be asked about this sort of scheme in that how will the launch be powered? will all the microphones, lights, loudspeakers, journalists cameras, mobile trucks, satalite systems be by solar power or will it use conventional electric to "spread the word"

What about those of us who have cut their electric use by over 50% in the last year or by over 72% over the last 3 years ? Those of us who don't drive a car, go on holiday either in this country or out of it?

It's laudible to say lets cut CO2 by 10% when methane produced by cows contibute much more damaging greenhouse gasses than humans.

Of course the government will see his as a jolly good wheeze and totally ignore it but if they do "come on board" what will 10:10 do if the government only knocks off say 3% of their co2 gases or heaven forbid increases their carbon footprint whilst making it damn expensive for the rest of us to reduce ours further.

What about those who don't reach 10%?
We're sure that 10% reductions are achievable for almost every business, organisation and
individual. That said, any reductions in emissions are worth celebrating, and that's what this project will do. 10:10 is all about getting society as a whole to aim higher - or rather, lower. After all, we won't know what's really possible until we try.

So the 10;10 lot are edging their bets by saying well if we fail we really have succeeded.

As for the tags from old airliners, where will the power come from to make these, sell and distribute them ?

People should not be though of as idiots who don't know what's happenening? People do know what's happening and by saying only reduce your co2 emissions by 10% which equates to lagging your loft doesn't make a difference because something like that will get done "oh whenever" what people need to do is drastically cut their CO2 emmissions by not using the car, using the bus, walking, cycling staying at home for holidays, growning your own food, shopping locally and seasonally, by using a bucket of water and a sponge to wash the car rather than a hosepipe or power washer. People need to look at micro generation of electric, at rainwater harvesting and a whole host of things and these will not be accomplished by a super jolly good show at the tate modern.

[biffvernon]

If you use some energy to persuade a million people to not use some energy...it helps. You have to see the whole picture. Take a holistic view.

Me? I'm going to reduce by 10%. And that's hard when you've already been making a real effort.

Let's forget cynicsm and get on with doing some good.

[Big Al]

If you use some energy to persuade a million people to not use some energy...it helps. You have to see the whole picture. Take a holistic view.

Me? I'm going to reduce by 10%. And that's hard when you've already been making a real effort.

Let's forget cynicsm and get on with doing some good.

I'm sorry but I'm already doing some good and increasing that good all the time but I don't buy into this at all. A little energy to help 1m reduce theirs?? what about the other 60 m people in the uk ?

Why don't these 10;10 campaigners give me £12k and I'll install solar pv to cover my total useage of electricity and eliminate the greenhouse gasses from 100% of my houshold electric usethis and each year there after.

I still think it's a big jolly for those who are in the know for example will Reverend and the Makers, Stornaway and Sara Cox be walking to work or riding a bike ? Will they be going on tour in electric powered busses and trucks??

I doubt it very much so it's ok for these to have a good ol jolly telling the rest of us to reduce our CO2 emmisions but they won't be.

anyway, you know my cynical views now.....

[biffvernon]

Loads more stuff on 10:10 now.

[biffvernon]

So, has everybody signed up then?

Here's an e-mail from Franny:

Afternoon,

Welcome on board the 10:10 rollercoaster and to our very first mailing list message.

<<<< STOP PRESS - The whole cabinet has apparently just signed up.... We cannot believe it.... Hang on, here comes a text from Ed himself... Yes, it's true... STOP PRESS >>>>

Thanks to everyone who made it down to the solar launch at Tate Modern on Monday. We're all still hallucinating from lack of sleep, but pretty sure it was a triumph. My favourite line was the very last of the evening, from Kevin McCloud's brilliantly impromptu wrap-up. "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." I reckon Kevin's suggestion - if not his maths - is brilliant. Keep reading...

But first, we've got to hand it to the Guardian: the whole front page, the whole G2, more than 30 articles on the website, plus podcasts, photo galleries, video interviews... we all felt a little cheated on Day 2, when we only had seven full pages in the paper. All their stuff is here: http://www.guardian.co.uk/1010 Great coverage, too, in The Sun, Telegraph, Reuters, PA, Treehugger..Here's all the latest news coverage.

Sure you heard the big news from yesterday, when all the Tory frontbench signed up. As did Nick Clegg.... How much longer till Gordon cracks do you reckon?!? [See - that really is a stop press above - this was accurate 10 mins ago]. Other big names since launch are Stella McCartney (have you asked Dad yet?), Mark Ronson and Alan Rickman. Plus we have two seriously iconic British companies almost ready to cross the finishing line (it's actually the starting line, but no need to emphasise that at this point.) All these sign-ups are fantastic, but they are not enough on their own... We've got to get from 0 to 60 very very quickly or we will lose momentum.

So - and with apologies to Kevin McC - here's the plan: every single person who has signed up so far (that's 9,182 of us - but we'll round that up to 10,000 in recognition of the fact that it's been 15 years since the last maths lesson) goes out and persuades 10 more people to join by the end of tomorrow (Friday). Except anyone who lives in solitary confinement in a prison or in a hermit's cave. As you are speaking to your ten - probably shortly after they've agreed and think they've got rid of you - casually drop in that they also need to persuade another ten people.... by the end of the weekend. 10,000 x 10 x 10 is, correct me if I'm wrong, 1,000,000. One million. Ahem. One million.

So: how to get 10 people signed-up by the end of Friday... Call round all your family and friends tonight? Make an announcement before choir practise? Stick up the poster at work? Speak during school assembly tomorrow? Send an email to all your colleagues? Put out a shout on your company/campaign/choir/church/cat-lovers mailing list? Use our online email-invite tool?
Add a note to your Facebook/Twitter/MySpace page?

As Daniel so eloquently described at our team meeting this morning, the 10:10 ship has most definitely set sail and she's a thing of beauty with great potential to sail far seas. But, right now, she is springing quite a few leeks which are in need of lots of hands on deck (do ships spring leeks on the deck? sorry, this analogy is falling down) to plug before she starts floundering.

Repeating the above paragraph in English, we urgently need help with:
- Money - we were very skint last week, but then had to spend quite a few thousand on the launch so now we are very very skint. In fact, some of us are personally quite seriously in debt as we couldn't resist buying the plane once we'd thought of it. If everybody could please donate ten pounds today, we'd have 100,000 pounds, which coincidentally (and genuinely) is exactly how much we need to pay off the debts and run the campaign as far as the Copenhagen climate summit in December. Please give ten pounds or more here: http://www.1010uk.org/donate
- Web People - Many apologies for all the technical problems with the website. Rest assured we have received your 400 emails and are looking at them lovingly. But here's the problem: the Age of Stupid lent us their 3-strong web team for two weeks, but have now had to take them back. So we are in desperate need of web programmers or all types (including social networkers). Please contact mal@1010uk.org if you can help.
- A designer - Ditto a graphic designer who can take our designs and turn them into all the free adverts we are being offered. Contact mal@1010uk.org

Sorry for so many requests so soon. But hopefully you've had a couple of days admiring your tag (oh, if you didn't get one, email tags@1010uk.org - we're setting up the distribution asap) and are now rested and ready for round 2. As everyone who has ever run a campaign before has said to us: this idea is ridiculously ambitious. You'd need two years, 100 staff and five million pounds...

Onwards and upwards
Franny, Dan, Leo, Mal, Harriet, James, Robin, Ian & many others
Team 10:10
hello@1010uk.org




10:10 Sign-Ups, as of midday Thurs 3rd Sept

Individuals: 9,182
Businesses: 352
Schools: 53
Organisations: 157
Politicians: All the cabinet, all the Tory frontbench, Ed Miliband (Climate Change Minister), Nick Clegg (leader of Lib Dems)
Actors: Samantha Morton, Jason Isaacs, Pete Postlethwaite, Colin Firth, Tamsin Greig, James Purefoy, Alan Rickman
Fashion Designers: Vivienne Westwood, Nicole Farhi, Stella McCartney
Artists: Anish Kapoor, Anthony Gormley, Gillian Wearing
Footballers: Graeme Le Soux
Chefs: Delia Smith, Hugh Fearnley Whittingstall
Authors: Ian McEwan, Sarah Waters, Irvine Welsh, Anthony Horowitz, Antony Beevor, Ali Smith, Carol Ann Duffy, Andrew Motion
Lords: Lord Giddens, Lord Stern (author of Stern Review)
Film Directors: Mike Figgis, Richard Curtis
Impressionists: Rory Bremner
Musicians: Stornoway, Reverend & The Makers, Bloc Party (Russell only), Mark Ronson
Energy Companies: Eon, British Gas, EDF, Scottish & Southern
Football Teams: Spurs FC
Organisations: Science Museum, Tate, Spurs Football Club, Royal Society of Arts (RSA), Women's Institute (NFWI), British Fashion Council, Business in the Community, Mumsnet, Sage Gateshead, Julies Bicycle, Arcola Theatre
Universities/ Colleges: Edinburgh Uni, Westminster Uni, King's College, Liverpool Uni, South Thames College, Newcastle Students Union, National Union of Students (NUS) nationally, Birmingham Students Union, UEA Students Union, Leicester Students Union
Councils: Hackney, Islington, Richmond, Oxford, Slough, West Sussex, Stroud, Eastleigh, Kirklees
Schools: Fox Primary, St Martin Primary, Petchey Academy, Crispin School, Ashley Primary, Rosemary Musker High, Ambler Primar, Kings College School, Whitby Community, Winton Primary
Charities: Comic Relief, ActionAid, ), Global Action Plan, Women's Environmental Network, Campaign for Greener Healthcare, Operation Noah, Envision, OneClimate, Fauna & Flora Intl, Green Thing

[ina]

So, has everybody signed up then?

I don't sign up for any pledges or similar. I've never wasted energy, so there's little I can do to reduce my usage. Still have to get to work...

[biffvernon]

Still have to get to work...

So you'll be getting you employer to sign up?

[biffvernon]

Royal Mail signs up to 10:10
http://www.guardian.co.uk/environment/2 ... nvironment

Have you?

[Big Al]

Royal Mail signs up to 10:10
http://www.guardian.co.uk/environment/2 ... nvironment

Have you?

do you get he feeling no one is interested in this biff ?

[Greenbeast]

i thought i replied the other night but i must have had too many glasses of homemade apple wine...

similar to ina, i don't see the point in this for our house as we're using almost half of the average in this country and i am always trying to minimise our usage anyway

[John Headstrong]

Royal Mail signs up to 10:10
http://www.guardian.co.uk/environment/2 ... nvironment

Have you?

do you get he feeling no one is interested in this biff ?

well I am interested in this stuff, and I like what the 10:10 project is all about. In fact I have retweeted and passed about much of their stuff.

but the thing is, I done my 10% well over 10 years ago, and so have many other Ishers, I fear that much of it is preaching to the converted. while the aim of stoping a 2 degree raise in global temperatures is a great goal, I belive we are way past that level, Franny Armstrong et al are great and I truly love what they are doing, but we needed something like this 15/20 years ago.

Big deal a few middle class people have signed up to something to relive there guilt for their opulent lifestyles.


also, by cutting your 10% you are saving 10% of your bills and therefore taking 10% of your money away from the power companies, this will effect their income and profits. that would be BAD for the economy.

[Big Al]

I'm interested in the idea of energy reductions etc but the way that these so called mass campaigns work it seems like having a good jolly for the few. How much energy is used in these campaigns would be interesting as this is "new energy use" in order ot get everyone else to reduce theirs.

As for the idea of taking 10% off the energy companies. they will only keep the prices artificially high to compensate later....

Still keeps people in the loop so to speak.

[the.fee.fairy]

Hmmmm...i have mixed reactions...

Firstly, was it really an all-solar launch?
Secondly, if all these high ranking officials are signed up, are they contributing?
Thirdly, why should i start paying my money to help them launch a 'concept'?

And...the comment about the economyis right on - what we need in this time (and i really never thought i'd say this...) are more capitalists who spend to keep the economy afloat.

If everyone went self sufficient by 2010, the country would be in serious problems!