Instead of focusing on urging people to reduce their carbon footprint by 10%, the British organization 10:10 is stuck in the middle of some massive damage control.
The group released a video on September 30th called “No Pressure”, written by Richard Curtis (Four Weddings and a Funeral, Notting Hill) and narrated by X-Files actress Gillian Anderson. The short features groups of people looking for ways to reduce their impact on the planet — with those who choose not to participate being killed. In one scene, a teacher presses a button and two of her students explode amid spurting blood and flying body parts.
“It’s the kind of stupidity that really hurts our side, reinforcing in people’s minds a series of preconceived notions, not the least of which is that we’re out-of-control elitists,” said Bill McKibben over on Grist. “Not to mention crazy, and also with a completely misplaced sense of humor.”
Amid a barrage of other comments, 10:10 pulled the video from its website, issuing an apology to those who they had offended. “At 10:10 we’re all about trying new and creative ways of getting people to take action on climate change,” the site reads “Unfortunately in this instance we missed the mark. Oh well, we live and learn.”
To judge for yourself just how far off the mark they were, hit the jump below to view the short.