# Controversially Gory PSAs The 10:10 Global Campaign Features Horrific Exploding Children By Meghan Young | Published 2010-10-08 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/10-10-global-campaign References: [fastcompany](http://www.fastcompany.com/1693488/exploding-kids-trigger-sony-to-drop-out-of-climate-change-campaign) & [1010global.org](http://www.1010global.org/) The 10:10 global campaign is taking a lot of heat for its extremely [violent and controversial PSA](https://www.trendhunter.com/trends/thoughts-prayers-toilet-paper). Although it encourages people to cut their carbon emissions by 10% each year anyway they can, it sends the horrific message to those who do nothing. Under the deceptively easy-going slogan "No Pressure," the 10:10 global campaign shows children and adults being gorily blown up if they don't show support to the [climate change cause](https://www.trendhunter.com/trends/patagonia-films). According to Fast Company, "The violent nature of the video so incensed Sony U.K. that the company dropped all support for the campaign." ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 34% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Gory Psas:** There is a market for shock tactics in advertising that draw attention to important issues. - **Environmentalism Marketing:** Marketing campaigns that use fear may need to be balanced with messaging that provides hope and solutions for addressing climate change. - **Corporate Social Responsibility:** Companies may need to carefully vet partnerships with non-profits to ensure their activism aligns with their brand values and will resonate with their customer base. ### Where This Applies - **Advertising:** There is an opportunity for advertising agencies to create memorable campaigns that raise awareness while still being socially responsible. - **Environmental Non-profits:** Non-profits may need to consider the potential backlash and unintended consequences of provocative marketing initiatives. - **Consumer Brands:** Consumer brands may need to conduct market research to determine whether or not the activism they're partnering with is in line with their brand messaging and customer beliefs. ## Related on Trend Hunter - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Pizza-Focused Climate Campaigns](https://www.trendhunter.com/trends/pizza-futures.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Gender-Based Violence Awareness Films](https://www.trendhunter.com/trends/my-friend-max-hate.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md)