185 councils join 10:10 Campaign

cuttingthecarbon founder Alexis Rowell spent a considerable amount of time in 2010 working on the 10:10 Campaign, which seeks to inspire businesses, organisations and households to reduce their carbon emissions by an initial 10% over a 12 month period.

10:10 Launch

The 10:10 Campaign was the brainchild of Franny Armstrong, the director of climate change film, "Age of Stupid". Franny became frustrated with people who watched the film asking her "What can we do?" so one day she came up with the simple but powerful idea of encouraging households, businesses and organisations to make an immediate 10% cut in their CO2 emissions starting in 2010, which is what climate scientists were saying needed to be done.

Ten councils - Eastleigh, Greenwich, Hackney, Islington, Kirklees, Oxford, Richmond, Slough, Stroud and West Sussex - joined the launch at the Tate Modern in September 2009 (see photo left). By the end of 2010 a staggering 185 councils providing services to 48% of the UK population had signed up to the campaign, the biggest single carbon reduction commitment pledged under the 10:10 brand.

cuttingthecarbon designed the 10:10 Councils methodology (based on National Performance Indicator 185 which measures the carbon emissions of a council's operations) and signed up councils to the campaign. One of our favourite moments came came when Crawley District Council in Sussex agreed to paint a recycling truck in the bright pink colours of the 10:10 Campaign (see below)!

10:10 Recycling Truck