What is 10:10?

10:10 is an ambitious project to unite every sector of British society behind one simple idea: that by working together we can achieve a 10% cut in the UK's carbon emissions in 2010.

Download 10:10 UK - The Story So Far (3.5MB pdf).

Why bother?

Why bother jumping out of the way of a speeding car? Cutting 10% in one year is a bold target, but for most of us it's an achievable one, and is in line with what scientists say we need over the next 18 months. We now know for certain that unless we act quickly to reduce our use of dirty fossil fuels, humanity will face terrible problems in the years to come. Politicians have so far failed to do what needs to be done, so it's time for ordinary people to step in and show that we're ready to defend our children's futures. It's now or never for the climate.

By signing up to a 10% target we're not just supporting 10:10 - we're making it happen. In our homes, in our workplaces, our schools and our hospitals, our galleries and football clubs and universities, we'll be backing each other up as we take the first steps on the road to becoming a zero-carbon society. It's easy to feel powerless in the face of a huge problem like climate change, but by uniting everyone behind immediate, effective and achievable action, 10:10 enables all of us to make a meaningful difference.

10:10 is the perfect opportunity to discover what's possible when we work together. Let's get started.

Why 10% in 2010?

Because while politicians argue about targets for 2050 and 2020, the scientists say world emissions must peak and begin to fall within the next few years. That means we need deep cuts in the developed world as quickly as possible. The longer we leave it, the smaller our chance of avoiding disastrous warming. 10% is approximately the right amount for Britain to cut this year if we are to play our part in keeping global temperatures from soaring out of control.

What does it mean to sign up?

For individuals it means what it says on the tin: pledging to cut your emissions by 10% by the end of 2010. We'll be offering lots of advice on how to do it and 10:10 has teamed up with the major energy companies who'll help by showing customers how they are doing on their bills.

What about companies?

Companies commit to getting as close to the 10% target as possible - with a minimum cut of 3% - and to encouraging customers, staff and suppliers to sign up too. Cutting your first 10% is the easy part, but even businesses already well on the road to becoming low-carbon operations will be making at least 3% annual cuts. 10:10 is about aiming high and finding out what's possible - and becoming part of a business community that is doing the same. There are also specially designed targets for schools and other organisations.

Will there be a symbol like the Make Poverty History wristband?

We bought a Jumbo Jet, sawed it up, melted it down and made hundreds of thousands of 10:10 tags so people can show that they are committed to preventing catastrophic climate change. Visit the 10:10 website  for full details and to order yours.

HARD QUESTIONS

Does signing up require a major change in your lifestyle?

No. 10:10 is about getting started on the transition to a low-carbon society, and unless you've already slashed your emissions, reaching 10% will be easy. It's all about not wasting energy at home and cutting down on unnecessary journeys and it will save you money.

Aren't individual efforts just a pointless drop in the ocean?

Not if they're part of a mass movement. 10:10 makes the efforts of individuals meaningful by ensuring that lots of people will be pledging to make the same cuts, and shows politicians that we as a people are taking the threat of climate change seriously.

What's the point of just getting people in the UK to sign up when the country accounts for only 2% of world emissions?

10:10 is being launched as a UK campaign but scientists say it is the right target for the whole developed world. The hope is that the campaign will spread to other countries, and we'll be making it as easy as possible for that to happen.

What happens after 2010?

10:10 is a year-long campaign to get the ball rolling on the move away from fossil fuels. We hope that this will be the beginning of a journey that finishes in a world that is no longer threatened by runaway climate change. But for now the important thing is that we stop talking about what happens in the future, and start cutting the carbon.

Is this just another greenwash campaign?

To really make 10:10 happen we have to get everyone on board, from primary schools and residents' associations to local authorities and big brands - perhaps even government departments, if they are brave enough to try. This is a project to start making genuine changes to British society, changes we need so that we can leave our children a future we can be proud of. That's why 10:10 does not recognize any form of offsetting as counting towards the 10% target.

SIGNING UP

Who's signed up so far?

A number of household names including artists, writers, chefs and sportsmen are already on board, and every day we are recruiting more. Among the organisations signed up at launch are a Premiership football club, a major museum and several NHS trusts.

How do I sign up?

Simply enter your details on the right hand side of any page on the 10:10 site.

How do I tell the world?

Just by signing up your name will appear on the 10:10 online ticker on the home page. To make a public pledge of how you plan to make your 10% cut, go to the Guardian's website. Once you've done that, tell all your friends to sign up.

ORGANISATION

Who is running 1010?

10:10 was conceived by the team behind climate blockbuster The Age of Stupid. They now run the campaign with support from a dream team of partner organisations including The Guardian, ActionAid, Comic Relief, the Energy Saving Trust, the Carbon Trust, the Public Interest Research Centre and many more.

How is 10:10 different from other climate campaigns?

10:10 is unique because it asks people to take a simple but meaningful action that everyone can understand and contribute to. As a result, it is already receiving unparalleled support from media, business, NGOs and the public sector.

Is 10:10 a charity?

10:10 is a not for profit company limited by guarantee.

Apart from signing up how can I help?

The organisation behind the 10:10 movement is made up mainly of volunteers generously donating their spare time. If you would like to join them contact volunteer@1010uk.org 

Words and pictures (c) 10:10 2010