So the dust has finally settled. At the time of writing, over a million people have viewed the now infamous 10:10 campaign’s latest video titled ‘No Pressure’ - despite the ‘official’ version having been removed from their website. The video has truly gone viral. But does this mean that their target audience has been galvanised to take action by reducing emissions? Or simply that hundreds of thousands of teenage boys and disgruntled Daily Mail readers have sought confirmation that a group of environmental activists have produced a film in which school children are graphically blown up in the dubious hope of raising awareness about climate change? I suspect the latter.

Setting the scene.

1. “Having gone from zero to mass market globally in just three years, online video is the fastest growing media platform in history” Lightspeed Research, 2009

2. “It’s safe to predict that video will soon be commonplace on all websites. The task ahead is to figure out how to use it well, and in ways that differentiate them from competitors.” Marketing Sherpa, 2009

According to an article published in the US, introducing kids to meaningful and thought-provoking songs and artists inspirse them to get involved in Eco-activism at a very young age. Apparently legends such as Bob Dylan, Jimmy Hendrix, Joni Mitchell and The Beach Boys teach the little ones about ecology and science through the power of song! Perhaps if someone had introduced me to Dylan when I was a child I would’ve been considerably more Eco-conscious then, and I certainly wouldn’t be having such a hard time deciphering the profound message of his songs now. The way I see it whether a child feels inspired to pick up a guitar or a piece of rubbish off the street it's a win win situation! And then an Eco-pyphany struck me as refreshing as chopped cucumber. What could be more inspirational and influential than a truly great song? Why, a truly great movie of course!