To put it bluntly: The 10.10 vid is just kinda dumb: If it were about the bloody deaths that will come from unchecked climate chaos, that would be OK (There is nothing intrinsically wrong with violent ads). But it isn't! It distracts us from the real issue.
In other words: I think that the underlying problem is not one ad rather than another. It's that 10.10 is a wrongly-conceived campaign in the first place. It enters a 'liberal' space where there is no room for genuine caring about the future, in which we have to be prepared to take strong co-ordinated action. 10.10's heart may be in the right place. And great, if it gets some people thinking the right thing and doing the right thing. But we need real panaceas at this point, not mere substitutes for the kind of action that is actually required.The underlying message of the 10.10 debacle, I think, is: If you want to get folk thinking about how we need a concerted campaign to stop climate change from destroying our lives and killing people, then you shouldn't have designed a 'lite' and voluntaristic campaign in the first place... We will not stop climate chaos without concerted political action and serious awareness of how manmade climate change is killing. 10.10 contributes to neither of these goals.
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