10:10’s ‘No Pressure’ exploding kids campaign: why it was such a success | James Delingpole

October 8th, 2010

10:10’s “Go green kids or we’ll blow you into tiny pieces” campaign has gone viral – its video, as Richard North notes, having been viewed well over a million times on YouTube, as well as being celebrated in numerous parodies.

As you can imagine, the question everyone is asking in Eco Medialand is: “How do we replicate this marvellous success? How do we get everyone talking about us, in the way everyone is now talking about Franny and Eugenie and the gang?”

ell, I’ve been looking at the 10:10 website – H/T Barry Woods – and the answer has been staring us in the face all along. Teamwork, that’s what it’s down to. Teamwork, experience and a proven marketing track record.

If you go here – presuming they don’t decide to shut the section down, like they did with the comments when they got too embarrassing – you can read about all the special qualities the 10:10 gang are bringing to the party.

There’s press intern Josefine Thieme, for example, whose job description includes “Keeping a record of 10:10 press coverage”. My, you’ll have been busy lately then, Josefine.

Then there’s Robin Houston, technical director, who admits to “Laughing too loudly at inopportune moments.” Robin, you must be in very heaven!

But top man, surely is “board member” Chris Rose, director of Campaign Strategy Ltd. Presumably he must be the marketing mastermind behind this “die kids, die!” PR masterstroke. And at his website Campaign Strategy he offers top tips on how it’s done. His 12 Basic Guidelines include snappy sections with titles including “Start where your audience is” “Campaign v. the unacceptable”, “Make real things happen” and – my favourite – “Say what you mean.”

The simplest thing you can do to help your message is to be direct and straightforward. Forget being ‘clever’. When all else fails (as it probably will): say what you mean. (Try telling a relative – when they ‘get it’, use their way of saying it).

And they did forget being ‘clever’ didn’t they? They told us exactly like it is: we in the green movement passionately believe that the only language climate change deniers will ever understand is violent death administered at the touch of a button by nice, caring people like us.

Couldn’t be clearer. Before 10:10, the Eco Fascists had been hiding their light under a bushel. Now everyone knows what they really stand for. Well done Chris! Thank you Franny! Onwards and upwards, eh?

(to read more, click here)


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2 Responses to “10:10’s ‘No Pressure’ exploding kids campaign: why it was such a success”

  1. Mark Cooper says:October 8, 2010 at 6:22 pmJames apparently you are a signed up supporter of 10:10 ?!for details look here:


    ROFL :)

  2. JLK says:October 9, 2010 at 4:27 pmI hope Alfredo from the Telegraph side is kidding as he added two digits to the body count from Katrina. I believe the correct figure is in the 900’s not 66000.On the video…I got a huge laugh out of the initial reaction from the true believers on an AGW website. Things like “yeah, tell it like it is” and “hard hitting, that’ll convince those nasty deniers!” Wow I always knew they lived in a parallel universe but that was an eye opener even for me!

    Having been a “denier” since the beginning in the late 90’s and a veteran of many verbal wars with European friends and colleagues over Kyoto the self immolation of the movement is extremely satisfying. I usually don’t practice “schadenfreude” but I was insulted and laughed at so many times over the years that I am allowing myself a full measure on this issue.

    Same goes with “BDS” (Bush Derangement Syndrome) 5 years ago I was trying to get people to bet me that within 10 years of leaving office American Heritage would have Dubya top 1/3 in 20th century Presiential rankings for his foreign policy. Of course people would look at me as if I were either schizophrenic or had just raped their dog. But the rehabilititation is proceeding much faster now that his successor is showing his ability to become the worst in the 20th century to date. I believe he has passed Carter and is heading to overtake Harding. It is amazing how the lens of history changes opinions although revisionists will try to hold back the tide a la JFK and FDR.

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