Why Lighter Later • Wanted to launch a new module for 10:10 to capture the imagination • Policy Document commissioned in 2009 to analyse all things that would cut large chunks of the UK’s carbon • Changing the Clocks in this country came out on top because: • Cut 500k tonnes of Co2 every year • Capture the public’s imagination • Cut 80 road deaths a year • Create 80,000 jobs • Great narrative
Strategy • Build a broad based coalition of unusual suspects (from The AA to the The FA) representing the multiple • Underline different benefits of the policy at key junctures throughout the year through press work and report launches • Secure a Private Members Bill to move through parliament (achieved in August 2010) • On this basis run a highly targeted and effective campaign to persuade MP back the bid giving our membership serious and targeted chances to get lobby their MPs from personal meetings to emails and phone calls (we developed resources for each) (achieved in Dec 2010) •Leverage the policy to help change the narrative around tackling climate into one which shows that tackling climate change is seen as making for a better, happier, wealthier society
Lighter Later In Numbers • 35,000members (including approx 15,000+ of whom are entirely new to 10:10) • 15,000 Facebook group members • 9,580 individually written letters to mps using our custom built tools • Assembled coalition of over 65 national organisations to back the bill • 450 phone calls made from our custom built tools • 5 editorial endorsements (Sun, Guardian, Observer, Independent, Express) • Hundreds of press including many front page stories
Strengths • Our biggest profile raising exercise to date amongst the public • Proved that we are not only about 10% reductions but that we’re here to raise the level of ambition and show what’s possible • Capture the public’s imagination i.e. “the Warrington effect” • Showed that we’ve got political teeth as a movement (both in the sector and in Westminster) • Refreshed the brand • Small team, tightly focused on an external timetable was highly effective at pushing things out relentlessly • Very fundable • Responsive
MP Opinions "Without the support of the 10:10 team, I don't think my Private Members Bill could have reached this stage. From the incredible coalition Lighter Later built-up through to the unprecedented media coverage and innovative modern lobbying tactics." -Rebecca Harris MP "The 10:10 Lighter Later campaign has certainly been very active. Little did I know that when I met a member of that campaign during the general election, I would be standing here in December debating the issue. [They] even managed to convince a number of my constituents to spend a significant proportion of their time phoning hon. Members yesterday to exhort them to stay for today's debate.” - Caroline Nokes MP
Weaknesses - Private Members Bill campaigns are incredibly time consuming and, without careful guidance, run the risk of subsuming other campaigning activity without guarantee of success - Took time and energy away from core 10:10 proposition and therefore contributed to the “Swiss cheese effect” – also didn’t have volunturism at the heart of it - Could have given more back to the core activity - Fundraising not handled very well - Website never really finished (e.g. back end database, refreshed look etc) - Not something strands could engage in - Might not actually save Carbon!
Opportunities • Huge credibility now in the policy sphere – great launching off point • Targeted specific policy work with a fun edge is something we’re able to carry out with pretty impressive effectiveness • Lots of new connections made ie.g. high level tory funders who deny climate change is happenning or Rebecca Harris MP launching solar schools • Shows how quickly we can make things happen and provides a model for new activity • Change time and have a media cash cow/calling card for life
Threats - Not winning the Private Members Bill (Lib-Dems/Coalition Priorities) - Taking us off core proposition (both in message and resourcing) - Especially during this crucial juncture with minimal staffing - Annoying strands with political interventions (see strand survey) - Missing out on bigger political wins
Future Projects UK - Internationally relevant - Lights off at night - Solar Schools: http://solarschools.heroku.com/st-josephs - 10:10 Tentacles - Opened up a consultation: www.1010global.org/next-big-thing