A UK-wide campaign to get people to cut carbon emissions has ignited public support’ and now looks to engage the rest of the developed world, under the helm of a new director.

The 10:10 mission is based on a simple proposal; that each person, organisation or business who signs up online, commits to cut their carbon emissions by 10 per cent before the end of 2010.

‘This is an incredibly exciting force that has ignited public support,’ Eugenie Harvey told Positive News, in her first exclusive interview as the new 10:10 director. Author of the best-selling book, Change the World for a Fiver, Eugenie added: ‘This is the first climate change campaign with real potential to capture the popular mood.’

Approximately 40,000 British people have already committed to the scheme, which was launched last September by Franny Armstrong, director of the film The Age of Stupid.

Over 1,500 organisations and 1,000 schools have risen to the carbon challenge in an unprecedented shift of the public’s attitude towards the realities of climate change. According to campaign manager Daniel Vockins, the key to the initiative’s success is the way that it makes action more meaningful to the ordinary person. ‘The difference with 10:10 is that it’s immediate,’ he said.

10:10 Ireland ñ the first expansion of the campaign outside the UK ñ was recently launched with the Irish Minister for the Environment, John Gormley. The potential to roll out 10:10 in the US and the rest of Europe is now becoming clear. ‘This is a rich-world task,’ said Daniel. ‘Major coalitions and non-governmental organisations from 27 different developed countries have contacted us so far and we have new requests every day.

‘The fact that 10:10 Ireland has been initiated within seven weeks of the UK launch, shows the level of our ambition. Former Vice President Al Gore has hailed the campaign as brilliant’ and we have some excellent contacts in the United States. I think it is likely to be running there in a year’s time.’

As well as sealing a commitment from prominent celebrities, the UK Cabinet, national companies and even major music festivals, the campaign recently led to a lively debate in the House of Commons. MPs voted on signing up the entire UK Government to the 10:10 pledge.

Although the motion, put forward by the Liberal Democrats, was defeated by a narrow margin in the House, it prompted a government assurance of an additional £20 million to help cut emissions. In the 48 hours preceding the Commons debate, 96 per cent of all MPs were contacted through 10,000 emails and more than 700 telephone calls from members of the public asking them to support the motion.

The Guardian has partnered with 10:10 to support the campaign. After the launch at the Tate Modern gallery in London, Ian Katz, the newspaper’s deputy editor wrote: ‘It’s about an optimistic view of what ordinary people can achieve and of human nature itself.’

In a recent address at the Power Shift 09 youth climate change event, see page 11, Ian explained that 10:10 successfully achieves the balance between ‘what is do-able and what is meaningful.’

The 10:10 campaign also alters the psychology of climate change for many individuals for the first time. Highlighting the power of collective action, this is a force that looks to be prominent in the drive towards a positive future.
As Daniel Vockins told us: ‘Climate change is not just about people who care about trees or polar bears. It is actually more about people who care for their own communities and their own lives.’

Contact: 10:10, PO Box 64749,
London, NW1W 8HE
Websites: www​.1010uk​.org
www​.guardian​.co​.uk/​1​010

A supporter at the launch of the campaign, with one of the 10:10 Tags made from a melted-down Boeing 747 Jumbo Jet. Wearing one of these will show the world you have made your pledge and are part of the solution to climate change. To get your Tag: www​.1010uk​.org/​t​ags
Photo: © Simon Willows / 10:10