10:10: What's it all about?

What is the 10:10 campaign and why are 10% emission cuts in 2010 important?
Ian Katz
guardian.co.uk, Tuesday 1 September 2009 00.05 BST
What is 10:10?
10:10 is an empowering climate change campaign with the aim of getting individuals, companies and institutions to reduce their carbon footprints by 10% during 2010.
Why 10% in 2010?
Although politicians argue about targets for 2050 and 2030, 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.
What does signing up entail?
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 will help by showing customers how much energy they are saving on their bills.
What about companies?
The pledge for companies is slightly more flexible to allow firms that have made deep cuts over the last few years to join. They will commit to getting as close to the 10% target as possible – and to encouraging customers, staff and suppliers to sign up too. There are also specially designed targets for schools and other institutions.
Who is backing it?
The campaign is backed by a broad coalition ranging from the Guardian and several major NGOs to major companies, leading political figures and the Carbon Trust.
Who has signed up so far?
A number of high-profile figures including artists, writers, chefs and sportsmen have agreed to sign up and support the campaign and we are in the process of recruiting more. Among the organisations that have already signed up are a Premiership football club, a major museum and several NHS trusts.
Will 10:10 have any effect on government policy?
The aim is to sign up a large number of individuals, companies and institutions as quickly as possible, and then challenge the government to match their commitment.
But isn't getting a deal in Copenhagen the really important thing this year?
It's crucial, but no one believes that any deal struck at the UN climate talks in Copenhagen in December will set targets to cut as many emissions as the scientists say are needed. We need to start cutting our emissions regardless. And those involved in negotiating the Copenhagen deal say the chances of getting developing countries to sign will be increased if they see the rich world leading by example.
Does signing up require a major change in your lifestyle?
No. Unless you've already slashed your emissions, the first 10% is the easiest. It's all about saving energy at home and cutting down on unnecessary journeys. 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.
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 the scientists say it is the right target for the whole developed world. The hope is that the campaign will be cloned in other countries and we'll be making it as easy as possible for that to happen.
Will there be a symbol like the Make Poverty History wristband?
10:10 is producing metal tags that can be worn around the wrist or neck (or anywhere else). They are made from scrap metal salvaged from old airliners. They will be on sale for £1.
Who is running 10:10?
It is the brainchild of Franny Armstrong, director of the Age of Stupid. It is being run by Franny's team with help from the Guardian, Comic Relief and Freud Communications.
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.
How will people sign up?
On 1 September there will be a mass sign-up event at Tate Modern in London. But individuals and organisations will be able to sign up on the 10:10 website at any time.