Businesses have begun to distance themselves from the carbon-cutting campaign 10:10 over a promotional film the organisation premiered last week that depicts schoolchildren, office workers and celebrities being blown up for not taking action on climate change.
Sony UK and Kyocera Mita, two corporate partners of the 10:10 campaign, both condemned the short film ‘No Pressure’, directed by Richard Curtis, today, for being “tasteless” and “shocking”. The film was intended to be funny, but had to be pulled by 10:10 at the weekend, following a storm of protest over its content after being premiered on The Guardian newspaper website. The four-minute spoof features two schoolchildren, office staff and ex-footballer David Ginola and actress Gillian Anderson being blown up for not signing up to carbon-cutting action.
In a statement, today, Sony said it “strongly condemned the release” and that it was “disassociating itself” from the climate change campaign group for the time being as a result.
“Sony considers [this film] to be ill-conceived and tasteless,” the company said.
Document imaging company Kyocera Mita, one of the first company’s to become an official 10:10 partner earlier this year, said it was “shocked” by the film, describing it as “a grave error” of judgement.
Tracey Rawling Church, director of Brands and Reputation at Kyocera Mita, said: “We are not happy with the content of the film. We were very shocked by the movie and consider it to represent a grave error of judgement.”
Rawling Church, who was keen to point out that the Kyocera Mita had had no part in the film, or knowledge of it, said the company was now considering its sponsorship relationship with 10:10.
Thousands of businesses, organisations and individuals have signed up to the 10:10 campaign since it was launched last year by Franny Armstrong, director of climate change documentary ‘The Age of Stupid’. The aim of the campaign is to engage all sectors of UK society and business in reducing carbon emissions by 10 per cent during 2010.
The campaign released ‘No Pressure’ to raise awareness about carbon emissions – something it seems to have achieved in the wake of the furore. The film has received over [1 million] views on YouTube while the story has had massive press coverage around the world.
Future of 10:10
However, it has left a question mark over the future of 10:10 as those who have supported the campaign begin to review their involvement with the group.
Sony UK was one of the companies planning a series of carbon cutting activities in partnership with 10:10 this week, in the build up to its ‘Day of Doing’, a major event 10:10 is planning for Sunday October 10. It said today: “[This] video risks undermining the work of the many thousands of members of the public, schools and universities, local authorities and many businesses, of which Sony is one, who support the long-term aims of the 10:10 movement and are actively working towards the reduction of carbon emissions.”
GreenWise contacted 10:10 for comment but has not yet received a response.