Launched in September 2009, "The 10:10 project was founded by Franny Armstrong, director of the climate change blockbuster The Age of Stupid. The idea came to Franny while walking through Regent’s Park in London on her way to a debate with UK Climate & Energy Secretary Ed Miliband.
"Two things sprang to mind: a recent George Monbiot article had laid out the kind of policies we’d need to cut the UK’s emissions very quickly, none of which sounded impossible. And the Climate Safety report had identified a 10% cut in the developed world's emissions by the end of 2010 as the kind of target we should be aiming for to maximise our chances of avoiding a climate catastrophe." 
- Angela Bryant - Executive director
Accessed March 2012: