The UK’s new 10:10 climate change ad campaign shows school children, office workers and a famous soccer player being blown up for not agreeing to cut their carbon emissions, resulting in protest from both climate change critics and supporters, reports Fox News.
The short film, “No Pressure,” shows students, employees and a soccer player being blown up immediately after saying they don’t plan on cutting their carbon emissions with a press of a red button, leaving fellow students, employees and players covered in bloody remains. Click here to watch the video on Youtube.
The charities that backed a film for the 10:10 environmental campaign said they were “absolutely appalled” when they watched the four-minute short, which was withdrawn from circulation due to protest, reports The Guardian.
ActionAid, a charity that co-ordinates the 10:10 schools program, told the Guardian: “We think the 10:10 campaign is very important, but the moment this film was seen it was clear it was inappropriate.”
The Guardian also reports that while some people found the short an amusing way to address the issue of apathy towards climate change issues, others found it tasteless and unnecessarily violent.
Franny Armstrong, 10:10 founder, said in the article: “When the film was released by 10:10 yesterday, lots of people found it funny, but many others were offended. Out of respect for those we offended, we immediately apologized and withdrew the film.”
The 10:10 campaign, launched in September 2009, aims to cut the UK’s carbon emissions by 10 percent by 2010.