10:10 The Story so far

August 22nd, 2010 by 1010

10:10’s big dream is to get every sector of society cutting their carbon emissions by 10% in a year, starting in 2010. And it’s working.

Since its launch in September 2009, more than 80,000 individuals and 3,000 businesses have joined the 10:10 movement, each cutting their emissions by 10%. Massive organisations like the Science Museum, Citizens’ Advice Bureau, The Women’s Institute and Tottenham Hotspur Football Club, plus 1,600 schools, colleges and universities are also on board.

Just 24 hours after coming to power, UK prime minister David Cameron committed the entire government estate to a 10% reduction – the equivalent of taking 50,000 cars off the road, or all of Liverpool cutting its 10%.

Meanwhile, almost half of all the UK’s local councils are doing 10:10 which means 25 million people will get their public services with 10% less carbon this year. London Underground (the Tube) is cutting emissions at ten of its busiest Underground stations (including Victoria and Bank) simply by turning off escalators and elevators during off-peak hours. And festivals including Reading and Leeds, Lovebox, Latitude, Big Chill and Bestival are doing 10:10 with all kinds of clever ideas, from composting toilets to solar-powered stages.

What happens at the end of 2010?

10:10 was originally conceived as a 2010 campaign, but due to popular demand we have decided to keep it going indefinitely. Nothing will change next year: people and organisations will be encouraged to cut their carbon by 10% in a year; and those who have already hit 10% will be given support to go even further.

More than 6,000 people are already wearing the 10:10 tag, the physical symbol of the campaign, made from a recycled Boeing 747 jet. Celebrities including Sienna Miller, Hugh Jackman and Daisy Lowe have been spotted wearing the tag, bringing it to the UK’s fashion pages and making it the essential fashion accessory of the summer – reinforcing 10:10’s core message that “everybody’s at it”.

While 10:10 started out as a UK-based campaign, within hours of launch requests were flooding in from other countries, with people asking how they could start their own local campaigns. Using an open-source model there are now active 10:10 campaigns in 40 countries, including Norway, Mexico, Ghana and Russia.

From low-carbon menus in the canteens of University College London Hospital, to the City of Oslo using renewable power in all school buildings, organisations big and small are getting behind 10:10 and making a positive difference. Why not join them?

Why 10% in a year?

Cutting carbon emissions by 10% in one year is a bold target, but for most of us it’s an achievable one.

It’s also in line with what scientists say we need right now, and 10:10 is supported by leading experts working at the forefront of climate science, politics and economics, including Sir Nicholas Stern, author of the influential Stern Review.

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