This colossal PR disaster was 20 years in the making, and it took a special set of conditions to achieve a true marketing black hole. Never before in the history of public relations has so much star-power, money and kudos been used to score such a monstrous global own-goal. The campaign to dehumanize skeptics laid the groundwork and somehow, fittingly, the eco-terrorists own name-calling has come back to bite them.
How could people with red carpet careers make a mistake so smashingly spectacularly awful that they scored negative press all round the world, lost 20% of their members, and drove away three out of four major sponsors within days?
We can't write them off as a little side group of extremists. 10:10 was sponsored by the UK government, major corporations like Sony, and was a group of nearly 100,000 people (now only 73,000). A hundred odd people must have spent months preparing, with casting, scripting and special effects meetings, so they could capture the effect of exploding ten-year-olds without once noticing the rather invidious parallels with, say, Pol Pot. Incredibly the 10:10 death-flick mini movie was even going to be played at cinemas (light the pyre, throw good names in the fire, and invite the media…).
to download PDF file to read FULL report from Joanne Nova at SPPI