Project:

The story so far

Starting out

10:10 was born in the summer of 2009. The team behind climate change blockbuster The Age of Stupid were asked after every screening, ‘What can I do to help?’ People were looking for something positive and practical that’d make a real difference. 

So we started simple: unite the UK around one goal – cut our carbon by 10% in 2010. From housing estates to high streets; the classroom to the cabinet room, the idea spread like wildfire. 

From housing estates to high streets; the classroom to the cabinet room, the idea spread like wildfire.

That first year saw some real carbon-cutting heroics: businesses overhauled their travel policies, councils invested in super-efficient heating, families ditched the car to cycle to work and school, British embassies cut 60% by making smart use of video conferencing. Even the government got involved, cutting departmental footprints by 100,000 tonnes.

Beyond 10%

But for every amazing result, there was another 10:10er whose effort was blown off course by a cold winter, an unforeseen trip abroad, or the fact that they’d tackled the easy stuff years ago.

That’s when we realised it was about more than a number. The real magic comes from bringing people together around a positive, can-do approach that makes amazing things happen. 

That’s when we realised it was about more than a number.

By the end of 2011, there were 10:10ers in 128 countries. Some were working another year of carbon cutting, and some got involved in our Lighter Later campaign for longer, lower-carbon evenings. Others joined our experiment with clean energy crowdfunding, helping our Solar Schools project become our biggest and most successful project to date.

In 2012, we started to share the largely untold story of progress and possibility on climate change through the #itshappening project, showcasing climate success stories from around the world, bringing fresh hope and new resolve to millions of people.

In 2013 we helped establish a local renewable energy co-op in Balcombe, helping to unite the so-called ‘fracking village’ around solar power, and inspiring a new wave of copycat projects around the country with our Back Balcombe campaign.

10:10 today

Much has changed since 2009, and 10:10 has come a long way too. What we do has evolved, but our projects are still animated by the positive, inclusive can-do spirit that’s always been our trademark.

Having a range of projects means we can bridge the gap between personal actions and the bigger picture stuff.

Today, having a range of projects means we can bridge the gap between personal actions (think bikes, bulbs and boilers) and the bigger picture stuff, where we’ll need to work together to get things going.

We are unashamedly positive and practical, bringing personal agency and a fresh perspective on the power of collective action to effect real, meaningful change.