A bit of shock-agit-prop media was recently released by the 10:10 climate change campaign folks in the UK, only to be withdrawn later and replaced with apologies from organizers. The ad, embedded above, features various citizens being exploded in gushes of blood after failing to commit to the 10% reduction measures the campaign promotes. Warning: before watching or reading further, please put on a pair of safety goggles.
Director Eugenie Harvey, posted this apology on the campaign’s site on Monday, October 4th:
As you may have heard, last week, 10:10 made a mistake by releasing a short film about cutting carbon which was supposed to be humorous but in the event upset a lot of people. We quickly realised that we had made a serious mistake and took it down from our website within hours….10:10 is a young and creative team but we will learn lessons from this. We are going to investigate what happened, review our processes and procedures, and share the results with our partners. Responsibility for this process is being taken by the 10:10 board of directors. This media coverage for this film was not the kind of publicity we wanted for the cause of saving the climate, nor for 10:10, and we certainly didn’t mean to do anything to distract from all the efforts of those in other organisations who are working so hard to secure effective action on climate change.
There was also some apologies to sponsors of the campaign. What I’d like to know is: What were they thinking?? It’s true that we live in an age of saturated violent media, and the ad has the aesthetic of a video game (i.e., not that real), but come on! Did they actually think a PSA consisting of gory, exploding children and adults would help promote their message? The team may be young but are they also totally clueless? Time to fire the communications directors if you ask me.
More confounding than the 10:10 ad is the over-the-top, hilarious response by Fox News. Fox News, always the opportunist to disseminate their own propaganda, uses the story as an excuse to interview a climate change skeptic. Disturbing to some of you? Probably spot on there Fox…