Julika Niehaus

Julika Niehaus

10 June, 2012
The power of ten
Hub Coordinator, 10:10 Global

10:10 is a global project that aims to unite every sector of society behind one idea: we can all commit to reducing our emissions by 10% starting in 2010. We talk to Julika Niehaus, Hub Coordinator for 10:10 Global, about the organization’s journey.
Ecozine: Could you briefly describe what 10:10 is?
Julika: At its most basic level, 10:10 is incredibly simple. It is not a major branded campaign, but a positive, solutions-oriented initiative that encourages businesses, schools, individuals, organizations and anyone else to cut their carbon emissions by 10% in 12 months starting in 2010. 10:10 began last year in the UK and the response has been overwhelming, with a Premier League Football club and 40% of local councils joining more than 65,000 individuals, 2,600 businesses, 1,600 institutions and 1,500 organizations in committing to cutting their carbon emissions by 10%. Since launching in the UK, there has been massive interest in 10:10 from around the world and foundations, NGOs and individuals have now launched 10:10 in France, the Netherlands, Portugal, Ghana, Ireland, Germany, Norway and New Zealand. Further 10:10 campaigns are about to launch in Nepal, Hungary, Canada, Spain, Mexico, Australia and the States. To support this demand, we have secured a small amount of funding for a global team headed by Lizzie Gillett in London and have developed a web site (www.1010global.org) and some incredible online tools to support national 10:10 platforms. We have also partnered with 350.org (and many others) to organize a global day of action on 10 October (10:10:10) where already more than 1,000 events are planned for people to ‘Get to Work’ and take actions that will directly reduce carbon emissions.
Ecozine: What was the inspiration for creating 10:10?
Julika: Franny Armstrong’s climate change blockbuster “The Age of Stupid” raised the question how we could best avoid the scenario pictured in the film. In early 2009, Franny walked through London’s Regent’s Park to her first public debate with UK climate minister Ed Miliband and wondered how best to use this unparalleled opportunity to ask anything she liked of the most powerful climate man in Britain. Two things sprang to mind: a recent George Monbiot article had laid out the kind of policies we’d need to cut the UK’s emissions very quickly, none of which sounded impossible and the Climate Safety report had identified a 10% cut in the UK’s emissions by the end of 2010 as the level of cuts we should be making if we are to maximise our chances of not triggering a climate catastrophe. Franny then dropped the freshly formed 10:10 idea into that evening’s debate with Miliband, and things developed very quickly from that moment onwards.
Ecozine: What are the major ways that organizations/individuals can contribute to climate change mitigation/adaptation?
Julika: We have simple checklists for individuals and businesses that show people how to cut their emissions. We keep it very simple because we know people are often put off from taking action on climate change because it’s too boring to get old electricity bills and have to work out your carbon footprint. The major areas to focus on are avoiding flights and switching to local holidays, train or coach journeys or e-conferences for businesses as alternatives. Another area of focus is electricity usage – from changing light bulbs to old freezers, there’s loads you can do! Check out the 10:10 campaign’s monthly themes – they provide great advice on how to cut emissions when shopping, eating, heating and so on.
Ecozine: How do organizations/individuals track their progress?
Julika: 10:10 focuses on creating a positive momentum and reaching out to everyone rather than concentrating on strict verification. Individuals are therefore encouraged to use our checklist, compare their electricity bills with last years’ and use carbon calculators that are widely available online. For businesses, we provide a baseline tool as a reporting mechanism to the campaign.
Ecozine: How did the various campaigns in the various countries get started?
Julika: Our country hubs range tremendously in size and clout and from the day of the UK launch we received, and still receive, an impressive amount of requests from people from around the world who want to start the campaign in their country. The word spreads easily via the 10:10 website, Facebook, Twitter and news articles such as the Guardian’s. Yann Arthus-Bertand, the man behind the "Earth from Above" photo books, is fronting the French campaign through his Good Planet Foundation. They have a team of eight staff, including one person who deals exclusively with helping French farmers cut their emissions. They have media partnerships with France Television and a big newspaper chain 'Ouest'. Yann has already been on national TV and radio talking about the 10:10 campaign. In Portugal on the other hand, a man who signed up when he read about 10:10 in the Guardian, initiated a neighbourhood initiative that rapidly grew and recently got front-page coverage in the Metro. 10:10 will be massive in the Netherlands, as it's being run by a charismatic and powerful campaigner called Wijnand Duyvendak who was the Director of Friends of the Earth and also a parliamentarian for 7 years. He has formed a coalition to roll out 10:10 in Holland, which includes Hivos (a big development organisation), the state broadcaster, Young Friends of the Earth and a carbon consultancy.
Ecozine: What are some of the latest developments for 10:10 in Asia, and which organizations do you collaborate with?
Julika: Asia is playing a major role at 10:10 Global! For example, the Nepal Development Foundation and Global South Initiative are rolling out the campaign in Nepal and the British Embassy in Colombo is signing up local businesses in Sri Lanka. Two further key countries are India and China, where 10:10 is expected to be launched very shortly.
Ecozine: What are some of the challenges you have encountered in coordinating 10:10?
Julika: To keep up with all the interest! Apart from supporting the eight countries that are already actively running the campaign, we’re currently organizing for a further 12 to join the ranks, and are talking to people from at least 13 other countries who are keen to roll out the campaign! On top of that, people from an astonishing number of 114 countries have signed up to 10:10. We’re absolutely thrilled by the amount of daily interest from around the world!
Ecozine: What are the key goals for the organization for the coming year?
Julika: By the end of the year, we’re aiming for 10 million people, 100,000 businesses, schools and other organizations, 1000 politicians, 1000 Local Government bodies including cities towns and local groups and 100 celebrities to have committed to cutting their carbon emissions by 10% in 12 months. This means that 10:10 will continue until at least the end of 2011 to support those signing up in late 2010. Another big day in our calendars was 10/10/10. 10:10 has joined forces with 350.org – who last year pulled off 5,200 climate protests in 181 countries – to coordinate the biggest-ever day of local climate action on 10th October 2010. It’s a chance for everyone to actually DO something about climate change by, for example, repairing their bikes or helping to insulate your school. Not only is this a fantastic opportunity to get together with friends and family to work on cutting your carbon footprint, it is also a chance to show the world leaders that we’re doing something and are ready for change.

By: Ecozine Staff


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