10:10 video removed after sparking controversy

A viral video for climate change campaign 10:10 that shows schoolchildren, actress Gillian Anderson and ex-footballer David Ginola being blown up for not caring about climate change has been been removed from its website after sparking controversy.

The gruesome four minute video ends with the caption: “Cut your Carbon by 10%. No pressure.”

Richard Curtis, writer of Blackadder and Four Weddings and a Funeral, directed the video for the campaign as it nears its first anniversary.

Tweets commenting on the video have already gone into overdrive, with 10:10 having removed it from its website.

https://www.youtube.com/watch?v=sSTLDel-G9k

Peter Crouch also makes an appearance, though isn’t blown up.

A spokeswoman for the 10:10 campaign says: “Many people found the resulting film extremely funny, but unfortunately some didn’t and we sincerely apologise to anybody we have offended.

“As a result of these concerns we’ve taken it off our website. As a result of these concerns we’ve taken it off our website. We won’t be making any attempt to censor or remove other versions currently in circulation on the internet.”

The 10:10 campaign is designed to encourage people, business and government to cut their carbon emissions by 10%. It is an independent organisation founded by film director Franny Armstrong and backed by a range of organisations including Comic Relief, as well as companies such as O2 and Sony. Action Aid is also leading over 1,000 schools to cut emission by 10%.

The 10:10 campaign was launched in the UK in September 2009 and has already spread to 41 countries. In Britain, 91,000 people, 3,500 businesses and 4,000 councils, school and other organisations have signed up so far.

The coalition government has also committed to cut the government’s carbon emissions by 10% in a year, to help combat global warming. On October 10 – 10.10.10 – the campaign will hold a Global Day of Doing, involving 180 nations.

A spokesman for O2, one of 10:10’s partners, said following the withdrawal of the video: “We acknowledge our responsibility to the environment and are committed to reducing our carbon emissions both as an organisation and in society as a whole. 10:10 is an independent organisation and we don’t ask for editorial control over the content of its campaigns.”

Recommended

On your marks to be a serious brand contender

Michael Barnett

It is less than two years until the start of the London Olympics and sponsors will seriously have to up their game in the awareness stakes if they are to gain a strong advantage from the Games. London 2012 is giving brands what could be a once-in-a-lifetime opportunity to engage with a British public united […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now