10:10 was launched on 1st September in London. The initiative encourages individuals and institutions to make a personal vow to cut their carbon emissions by 10% in 2010 as part of efforts to try to stop runaway climate change. It is hoped that 10:10 will capture the public imagination, mirroring the success of the Make Poverty History campaign. Actively supported by The Guardian newspaper in the UK, 10:10 has attracted the support of a wide range of individuals, businesses and notable celebrities.
The idea is simple: By encouraging us all to take relatively easy steps to reduce our collective carbon footprints, we can take a significant step towards reducing our climate impact.
The timing of the launch of 10:10 is particularly significant, coming as it does in the run-up to the next UN Framework Convention on Climate Change Conference of Parties in Copenhagen. From 7 December, environment ministers and officials will meet to thrash out a successor to the Kyoto Protocol. 10:10 is one of a number of initiatives intended to increase pressure for stronger, binding targets to be agreed. Over the coming months, our agency blog will include posts about how we are engaging with the challenge of reducing our carbon footprint.