10:10 Tags land on the high street

September 3rd

From today, an exciting collaboration between O2 and climate campaign 10:10 will see customers flocking to O2 shops nationwide, as they clamour to buy this autumn’s must-have fashion accessory – the 10:10 Tag.

It’s the first time the Tag – made from a recycled jumbo jet – has been available on the high street, and marks the latest phase in the relationship between the campaign and the communications giant, which is cutting its carbon emissions with help from 10:10.

10:10 is a grassroots movement seeking to inspire all sections of society to cut carbon. Launched in September 2009, it has the backing of tens of thousands of people across the UK and worldwide, and more than 3,000 businesses. From companies and councils to schools and hospitals, 10:10 has reached those parts other climate change campaigns have, in the past, failed to reach.
O2 has been a long supporter of 10:10, having commenced its own 10:10 journey and its long-term target is to reduce its energy consumption by 30 per cent (per equivalent access) and 10 per cent (per employee for office and retail shops) by 2015. Sales of the Tag, priced at £3, will raise vital funds and awareness for the campaign.

Richard Baylis, General Manager, Retail at O2 said, ‘Through our Think Big sustainability programme we are committed to creating a better future for people and our planet, and our support for 10:10 forms part of this commitment. By bringing these must-have tags to over 450 O2 shops we hope to further raise awareness of this great initiative and make it easy for customers to get involved and show their support.”

Eugenie Harvey, campaign director of 10:10, was the force behind the iconic Anya Hindmarch ‘I am not a plastic bag’ tote, which sold out in days and was the must-have accessory of 2007.

“The 10:10 Tag has appeared on TV shows and in fashion magazines, hung around the necks and wrists of famous folk like Hugh Jackman and Sienna Miller. I cannot wait to see it on sale in O2 shops nationwide” said Eugenie. “The Tag is destined to become as iconic as the Anya bag or the Livestrong yellow wrist band.”

10:10 will drive awareness through a strategic PR campaign, spearheaded by 10:10 media partner The National Magazine Company. The National Magazine Company will be supporting the campaign in iconic titles across its magazine portfolio, including Company, Cosmopolitan, Country Living, Esquire, Good Housekeeping and Harper's Bazaar, as well as online.

Stocks in O2 shops are limited and are times to lead up to 10:10’s Global Day of Doing – 10:10:10 on October 10th. Customers are being advised to move fast before they sell out.

The tale of the 10:10 tag

Whether you thread it through the laces of your skateboard trainers, dangle it from your mobile phone or pin it to the lapel of your suit, your 10:10 tag shows others that not only do you know how to accessorise; you’re also part of the solution to climate change.

The 10:10 tag is recycled from the body of G-BDXH, one of the most famous airliners ever to fly. In June 1982, when she still went by the name ‘City of Edinburgh’, G-BDXH was flying over West Java en route to Auckland when she flew into the plume of volcanic ash (a long time before Iceland!) produced by the eruption of Mount Galunggung. All four engines failed almost simultaneously, and the crew were forced to make an emergency landing in Jakarta.

After decades spent hurtling around the lower stratosphere and making all kinds of climate mischief in the process, G-BDXH is spending her retirement making it up to us. She’s been melted down and turned into 50,000 10:10 Tags.

Pieces of G-BDXH are now proudly displayed on wrists and necks up and down the country, stylishly symbolising a commitment to immediate, effective and achievable action on climate change.