“As you may have heard, last week, 10:10 made a mistake by releasing a short film about cutting carbon which was supposed to be humorous but in the event upset a lot of people. We quickly realised that we had made a serious mistake and took it down from our website within hours.
We also issued a statement apologising but there has subsequently been quite a lot of negative comment, particularly on blogs, and understandable concern from others working hard to build support for action on climate change.
We are also sorry to our corporate sponsors, delivery partners and board members, who have been implicated in this situation despite having no involvement in the film’s production or release.
I am very sorry for our mistake and want to reassure you that we will do everything in our power to ensure it does not happen again.
10:10 is a young and creative team but we will learn lessons from this. We are going to investigate what happened, review our processes and procedures, and share the results with our partners. Responsibility for this process is being taken by the 10:10 board of directors.
This media coverage for this film was not the kind of publicity we wanted for the cause of saving the climate, nor for 10:10, and we certainly didn’t mean to do anything to distract from all the efforts of those in other organisations who are working so hard to secure effective action on climate change.
If you have been in touch with us personally about the film, we will be replying to individual emails over the next few days. I’m sorry not to have emailed you about this more quickly – although I have followed developments closely, I’ve been working from home with a four-week-old baby. I thank you for your patience and your support for the 10:10 campaign.”
British Gazette Comment: Eugenie Harvey could have been much more brief in her apology, thus:
Mäe culpa, mae culpa, mae maxima culpa. (Through my fault, through my fault, through my most grevious fault.)
NB: The 10:10 video has been removed from the 10:10 website but it has been copied and is still on YouTube. The video can still be viewed on out article, 10:10 Words Fail Us of 1st October.