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ST OR TH YS E O FA 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.


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.

EVERYONE'S 78,343 people

2,889 businesses


AT IT 1,725


o r g a n i s at i o n s



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 Ireland launches. Guests include senior execs from Facebook, the environment minister... and a pair of polar bears!

October 2009

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.

10:10 Portugal, which started off as one man signing up his street, bags the front page of the Metro newspaper.

March 2010

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 March 2010

Yann Arthus-Bertrand discusses 10:10 on French TV, spreading the message to 10 million people.

2 April 2010

June 2009

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

18 March 2010

October 2009 Nina Dessau launches 10:10 Norway.

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.

10:10 Ghana signs up five schools and the country’s education minister.

The Foreign and Commonwealth Office becomes the fourth government department to sign up.

March 2010 The 10:10 Tags go on sale at Within a month 3,000 have been sold.

Tom Middleton’s track dedicated to the campaign and called 10:10 is released.

4 June 2010 2 June 2010

18 April 2010

14 May 2010

London Underground announces that ten stations are on board, including Earl’s Court and Hyde Park Corner.

10 June 2010

5 June 2010

5 June 2010 30 May 2010 20 April 2010

10:10 France launches.

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.

10:10 Netherlands signs up politicians from all the major political parties prompting massive media coverage.

10:10 Germany launches with the German cinematic release of The Age Of Stupid.

10:10 Portugal and our first US hub, Washington State, also launch on this date, World Environment Day.

Canada, Hungary and Nepal come on board and start preparing their own 10:10 campaigns.

5 June 2010

1 June 2010


18 May 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.

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 signups 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!


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.

The Royal Mail franks 36 million letters with the 10:10 logo as part of its 10:10 commitment.

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.

Image courtesy of Venetia Dearden


Kevin McCloud, designer

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.

“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!”

Natascha McElhone actor

Sir Nicholas Stern economist

Jo Wood businesswoman

Yvo de Boer ex UN climate chief

Samantha Morten actor

HALL OF FRAME Image courtesy of Zoe McConnell

Image courtesy of James King

Peta Todd, glamour model Hugh FearnleyWhittingstall, chef

“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.”

Sienna Miller, actor “Reducing your carbon footprint 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”

“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 Holden presenter

Delia Smith cook

Ian McKewan author Courtesy of Annalena McAfee

Richard Curtis writer

Bill Bailey comedian

Heston Blumenthal chef



The Guardian | Wednesday 2 September 2009

Section:GDN BE PaGe:11 Edition Date:090902 Edition:01 Zone: Sent at 1/9/2009 21:03



The Guardian | Wednesday 2 September 2009

10:10 campaign

Thousands take emission cut vows in cathedral of modern art


Scientists urge investment in geoengineering as safety net Alok Jha Green technology correspondent Experiments on giant sunshades for the Earth and vast forests of artificial 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 geoengineering technologies – planetscale interventions that attempt to counteract 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 geoengineering to avoid very dangerous climate change in the future,” said John Shepherd of the University of Southampton, who chaired the Royal Society geoengineering 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 reflect 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 reflecting 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

Tate’s former power station provides apt backdrop for millions of tiny pledges Patrick Barkham

Which of these statements most closely resembles your own view?

As a cathedral to the concept of cutting emissions, Tate Modern in London could not be bettered. Where four vast oil-fired generators once churned out greenhouse gases, thousands of people yesterday pledged millions of tiny gestures to collectively cut carbon emissions. Holding a flurry of personal pledges on pink card, families, celebrities and businesses celebrated the launch of the 10:10 campaign by promising to “turn my heating down”, “fly less”, “love jumpers”, “eat less cheese” and “learn to ride a bike”. The grassroots campaign, in which individuals and institutions make a personal vow to cut their carbon emissions by 10% in 2010, in a first step to try to stop runaway climate change, attracted 5,000 signatures in the hours following its launch. The number of people altering their lives in small ways was far higher, however, 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 signing up to the campaign on its first day. It was not just Tate Modern’s past as Bankside power station that made it a particularly symbolic place to begin tackling our excessive carbon emissions. The sign-up and free concert from Stornoway, and Reverend and the Makers, was on the Thames tidal flood 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 persuade 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.

I do some “green” things but I know I could do more



Sent at 1/9/2009 21:03

% No

25% Would you buy a smaller, more fuel-efficient car?

Would you buy less nonEuropean food that had travelled by air? Yes


% No


Don’t know I don’t do any “green” things


1% 7%


% 32% I think my behavior is already “green” – by and large I do my bit

As writer Sarah Waters, the artists Cornelia Parker and Anthony Gormley joined the sign-up, the discussion among public figures was the pressing challenge of scaling back excessive air travel. “I’d be quite pleased because I loath travel,” said Mike Figgis, the film director. “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 invite to the premiere of a show he put on in South Korea to make the 10:10 pledge instead. He said other artists 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 fly 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 political 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 significant than celebrity travel plans were the institutions and businesses committing to a 10% cut at the mass signup. 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 Partnership 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 climate 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.





Section:GDN BE PaGe:10 Edition Date:090902 Edition:01 Zone:

The early adopters • Organisations National Museum of Science and Industry (includes Science Museum, National Railway Museum, National Media Museum), Tate, Tottenham Hotspur football club, Royal Society of Arts, Women’s Institute, British Fashion Council, Business in the Community, Mumsnet, Sage Gateshead, Julie’s Bicycle and Arcola Theatre • Businesses Oracle, 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 launch Comic 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 centres UCLH, Nottingham, Bristol, NHS South West, St George’s, Frimley Park, Old School Surgery, Tameside &


75% Glossop, British Medical Journal, Basingstoke & North Hampshire


Would you be willing to drive less?


• Councils Greenwich, Hackney, Islington, Richmond, Oxford, Slough, West Sussex, Stroud, Eastleigh, Kirklees • Universities and schools Edinburgh 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 student union; Fox primary, Kensington; St Martin primary, Shouldham, Kings Lynn; Petchey Academy, London; Crispin school, Somerset; Ashley primary, Walton-on-Thames; Rosemary Musker high school, Thetford, Norfolk; Ambler primary, Islington, London; King’s College school, Wimbledon; Whitby community college; Winton primary, Islington, north London

Head of the queue

The first promise: lights off

25% Would you be willing to fly less?



% No

31% They have always had a complete dissolving of the spine when it came to saying or doing anything that would confront people 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 finished 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 ≥

Patrick Barkham Her face a picture of concentration, Lauren Haviland Webster very carefully wrote out her pledge in thick black marker pen: “I will switch off lights”. Along with her mother, Claire, the 10-year-old was first 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 Yes


% No

32% Would you fit solar panels to your house to generate energy?

Would you be willing to travel more on public transport? Yes


% No


2010 in yesterday morning’s ing’s Guardian. Lauren said her guilty y green secret was that she “watches the he TV a lot” so she hoped to cut down wn on that. She was particularly concerned ncerned that global warming could drive rive polar bears and penguins to extinction xtinction in the future. When she went back to school on Thursday, she said, she he hoped to persuade some of her classmates assmates to sign up to 10:10 too. “We e have an ecoclub at school, and last term we built a greenhouse out of plastic stic bottles,” she said. According to Claire, an n ICT and business studies teacher, r, her family already leads a pretty green reen lifestyle. “We started growing some vegetables, we didn’t fly on holiday liday this year, we recycle at home and we have a very active compost system,” ” she said. But she hoped the family mily could find ways to get a 10% cut by y looking at cutting their energy consumption nsumption at work and reducing whatt they threw away and recycling theirr technology at home. “We go out and we do o have iPods and update our computers ers and we don’t think enough about ut how they are being disposed of,” she said.

On the site today Video 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-

The amount Royal Society scientists believe should be spent yearly in the UK on research into technical solutions to global warming

the atmosphere addresses the problem at its root and is returning the earth’s climate 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 effective 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 situation 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 technologies identified 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 costeffective to produce but, Shepherd said, it was probably “just a matter of time”. The Royal Society said that shooting sulphate aerosols into the stratosphere would also work well, as previous volcanic eruptions had shown: when Mount Pinatubo in the Philippines erupted in 1991 global temperatures dropped by 0.5C the following year. The costs would be relatively low but the scientists were concerned about potential adverse effects, 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 geoengineering is a fantasy.”



The Guardian | Wednesday 2 September 2009


The Guardian | Wednesday 2 September 2009

Tate Modern 01.09.09 10:10 supporters at the campaign launch with their pledges

Kate Coxhead 24 Charity worker, Bristol

Michael Clark 14 Student, London

Daisy Peak 16 Student, Tottenham, London

Sue Egan 55 Teaching assistant and librarian, Bolton

Nanako Takeuchi 21 Student, Tokyo

Paul Kubalek 35 Graphic designer and photographer, Austria/London

Chris Goodall 53 Writer, Oxford

Alice Brewer 18 Student, Oxford

Tony Winlow 61 Architect, London

Olivia McGregor 22 Charity worker, London

Irene Oppong and Alicia Roberts-Brown 21 and 20 Students, Plymouth and London

Angela Williams 57 Mature student, Barbados

Simon Brackenborough 24 Administrator, Hampshire/London

Dipti Hirani 20 Student, Kingsbury, greater London

John Milmo 25 Film-maker, Hildenborough, Kent

Victoria Mace 25 Venue manager, Hackney, London

Oscar Vickamon 35 Energy consultant, Marylebone, London

Alice Simonetti 32 Receptionist, Swiss Cottage, London

Margaret Remana (and her four-month-old baby Zafirah) 33 Teacher, Marseille, France

Yvonne Bonnany 77 Actor, Crouch End, London

Emmet Haverty-Stacke 36 Student, London

Pablo Mendoza 31 Mechanical engineer, Billericay, Essex

Kathy Trevelyan 55 Tour guide, London

Noel Fryme 49 Teacher, Enfield, London

Anna Torode 61 Retired teacher, north-east London

Adam Rogerson 13 Student, London

Thompson Hall 34 Artist, London

Callum Redfern 24 Unemployed photographer, north London

Katharina Tebble 16 Student, south-east London

James Hansell 23 Unemployed, Tonbridge, Kent


Tishi Kohli 70 Retired petrochemical engineer, New Delhi


Section:GDN BE PaGe:20 Edition Date:090902 Edition:01 Zone: Sent at 1/9/2009 20:26



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.


Yann Arthus-Bertrand, spokesman



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!“


Joao Barreto, coordinator

10:10 PORTUGAL 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.”


10:10 FRANCE

Nina Dessau, coordinator WASHINGTON STATE

Sandra Antonovic, coordinator



With 34 hubs planning to launch including Spain, Canada, Sweden, Hungary, Costa Rica, Denmark and Egypt!

10:10 NORWAY 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.”

10:10 EASTERN EUROPE Status: Active “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.”


THE 10:10 TEAM

TEAM 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%.

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.


Franny Armstrong

10:10 founder

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


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.




Eugenie Harvey

campaign director

Lizzie Gillett

director, 10:10 Global

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.

Daniel Vockins

campaign manager 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.

Duncan Clark

strategy director Duncan has worked as a consultant environment editor at The Guardian and BBC Worldwide. He helped set up, the GreenProfile imprint among other initiatives.

Leo Murray

campaign advisor 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.


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 cutting carbon and making life better can and should go hand in hand.

GIVE ME MORE SUNSHINE! Name Postcode Email


Go and join in today. Sign up on the right.

click to visit 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.


35mm 3.034mm



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.


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!





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.


Sunday Times Style

Sunday 28 March 2010



d will look happier these lace-effect d numbers (£16,


not use pins, but tin is cute enough ay anyway (£2.75,


Disproving the rule that sheds are just for dads is this work of art (£1,500, 6ftx4ft,

n Fashio r’s o t direc k pic


Wear this tag, made from a retired jumbo jet, to help combat climate change (£2 for tag only,


Tuesday 13 April 2010


piece to get your summer-ready: a ight lounger (£285,


Kéraskin’s Aqua-Lipidium Masque, is the perfect treat for weather-worn skin (£35,


Wednesday 1 April 2010


Tuesday 6 April 2010


Thursday 3 June 2010

FM World

Thursday 8 April 2010


Tuesday 4 May 2010

Time Out


10:10 started life as a hand ful of To bridge this gap, peo we qu ple ickly and have been pu with mas nching te s far a bov red th tratos e ou e a ph Just a few months r r t eri we of after i igh sha c am ts gr with more oversea te and me s bran bit v u e n l c v e r 0 1 : c h 0 ouncils pro 1 sin ss ions vide lo es star eiling ce ly e a , 10 ting werof more than £37 . xtr nd :10 carb up bn are ac ve on eve no thro l tin ry w o win ry cal o g g l the 10:10 is splashed se mo pe f a acros ir w rvic nth ra s t eig the e e . it flashes across pag the b ht s to Rig s in ig sc es be 25 ht n te Supermodels, ce o r h e f lebrit ind m ow n y ch ens a OK!, p tP se eo , efs, Tim r e rio p and mi But that’s just the e us Ou go er begi ve Le nnin We believe that rnm ag t an g. actio ns s en ue d and on 10th Oc pea tobe t m ga r k 2 against climate in chan 010 (1 loud i 0:1 ge e the 0:1 r th wo 0) w an This year, we’r e pr rld w e o ’ v can be easy, a ha ll p fford ing th se at abl e a ge 0 2 1 1 , nd ttin we’ll b In eg m ett t i n t g e a g more peo ing t to ensure th p at l le in o w is never har owder ca vo tha r n We ho p

their emissions. n w o d ing r b , o , t s ver t o n r g e u n t l n i d p ne work ine i b t o m n e . co o e p r a c e a h r s ou ople es wit el from f e e ess ss p ti tl urs o r 0 in c dio; s a 0 R t a u r o 0 o v Sp s 70, d b k l a e T i tr an , an on n d u th UK . . te s l a o a b v c re e uts e ti s d e f o th c ing ajor m in n e b c m gs. le arbo s ’ t a I si T . u c n m 0:10 u S nd r 1 e a t day of action s e g g th es wea i eb h t s m er ith w t t s es t e h t , s to ol d r s t r . i n o o th en c r t e fun. e ) t d i u rs r n u pe s i e n h v bo n (w r 0%, 1 ca eve t x g e ne e ng politicians i h h t s yb n d pu o n k a r o ed ing e. lv n liv ds to b e bo t ne i oin us. j l l ’ u yo e


The story of the 10:10 campaign so far.

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