Corporate supporters of climate campaign 10:10 have reacted with horror after the group released a video in which children and others who decline to cut their carbon emissions are blown up.
Climate sceptics have leapt on the video as evidence that environmentalists secretly believe that those who don’t agree with them should be annihilated. 10:10 has withdrawn the video (which has nonetheless gone viral on the internet) and apologised.
'No Pressure' was written by film maker Richard Curtis. In it a group of children, former footballer David Ginola and actress Gillian Anderson are all gorily and terminally punished for inaction on carbon.
The film hands a PR gift to climate sceptics and undermines the efforts of climate campaigners, including 10:10 itself.
Electronics maker Sony, a 10:10 supporter, condemned the film as “ill-conceived and tasteless” and said it was disassociating itself from the campaign. Document imaging firm Kyocera Mita, said it was reconsidering its sponsorship of 10:10.
The campaign was launched to persuade individuals and businesses to pledge to cut emissions by 10% per year. It has amassed 100,000 signatories including some 3,500 businesses.
The row over ‘No Pressure’ comes at a damaging time, as 10:10 seeks to spread its message globally by launching a global day of action on 10 October, dubbed 10:10:10.
Eugenie Harvey, 10:10 director, acknowledged its “mistake” in releasing the film. In a written statement, she apologised to the campaign’s sponsors and partners, who had been implicated in the situation. She added that an investigation and review of processes and procedures would be undertaken.