Bloodletting to save the planet: 10:10’s twisted vision

Nowadays it’s increasingly hard to get worthy messages across about saving the planet without your audience simply switching off. In the post-Copenhagen world we’re all just a bit disillusioned. Carbon emissions reduction campaign 10:10 thought they had struck upon the perfect way to make an impact, when they teamed up with Richard Curtis (of Four Weddings… and Blackadder fame), but changed their mind after less than 24 hours.

The original version is still available on YouTube and the explosive short film provoked quite a reaction, but was it what 10:10 were hoping for? Their hurried retraction, which the Guardian reproduces here, suggests not.

There’s no doubt that blowing people up for their lackadaisical approach to reducing carbon emissions is striking and is gorey enough to make people pay attention, but is this approach tasteful, or even effective? If they were aiming to make us take this issue seriously, then they certainly failed, but given Curtis’ pedigree, it’s unlikely that a serious approach was what 10:10 were aiming for.

Maybe they intended to cause offence from the off. After all, any publicity is good publicity, and I wouldn’t be blogging about this now if the short film wasn’t controversial. They certainly pulled off an impressive trick by roping in celebrities such as Peter ‘The Robot‘ Crouch, Gillian Anderson and David Ginola, but is the message lost in the OTT ridiculousness of it all?

This is certainly the most memorable climate change video I’ve watched all year, but for all the wrong reasons. I’ll tell people about this because of the content, but not the message. Nothing about it inspired me to change my living habits. However if the aim was just to get the name of the campaign out there, then 10:10 have certainly succeeded.

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