British climate activist group 10:10 us trying to spread the message of how important it is that people take a stand against climate change through their latest video, "No Pressure". Their aim is to get people, businesses and organizations to cut their carbon usage by 10% every year, starting in 2010. The problem is the way they're trying to get their message across: by graphically depicting people who won't commit to cutting their carbon footprint being blown up in this controversial viral video.
Even kids aren't safe in the video as a school teacher presses a button to blow up the students who won't get on the carbon cutting bandwagon. It also shows a boss addressing his company about cutting their carbon and doing to the same to the employees who refuse to participate, and a football (soccer) coach gettin blasted — literally — by his carbon conscious team.
Now, I have to give it to them for production value and getting talent, like Britain's leading comedy writer Richard Curtis (Blackadder, Four Weddings…, Bridget Jones's Diary) , The Age of Stupid director Franny Armstrong, as well as Gillian Anderson, and Radiohead (among others).
But is this a good way for 10:10 to spread their message? Will it make people want to cut their carbon footprints or will they just blow off (pun intended) the organization as radical crazies?
Climate deniers, like Marc Morano, are calling it "eco-fascism".
This article appears in Sep 30 – Oct 6, 2010.