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In page The Age of Stupid:

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An offshoot of The Age of Stupid project is 10:10, a UK-wide campaign encouraging everyone in the United Kingdom to reduce their carbon emissions by at least 10% in 12 months. Franny Armstrong conceived the 10:10 campaign to complement the ongoing promotion of her film: while The Age of Stupid is primarily aimed at raising awareness of climate change as a pending global humanitarian crisis, 10:10 is presented as a strategy for people to take positive action in the face of such an urgent and daunting problem.[citation needed]