SB London'14 Andrew Hatton, Greenpeace
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The #ClickClean campaign stemmed from a previous report that highlights those companies that are doing their part as well as those that are lagging behind. This presentation will take us behind the stage and shed light on Greenpeace’s approach to their Campaign.
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SB London'14 Andrew Hatton, Greenpeace
- 3. I want to tell you a story.
- 4. 1971.
- 5. 1971 -
- 12. How Clean is your Cloud
- 13. why does it matter.
- 15. From the power station to your favourite gadget
- 16. The consequences - mountaintop removal in the USA
- 17. The consequences – air pollution © Angela Glenicke Greenpeace
- 18. The consequences – climate change © Christian Aslund Greenpeace
- 19. the campaign.
- 20. How clean is your cloud?
- 21. How clean is your cloud? © Clement Tang Greenpeace
- 22. How clean is your cloud? © 𝐸𝑚𝑖𝑙𝑒 𝐿𝑜𝑟𝑒𝑎𝑢𝑥 Greenpeace
- 23. How Clean is Your Cloud? - Video
- 25. Dear CEO,
- 26. Dear CEO,
- 27. Dear CEO,
- 28. A Green Internet roadmap emerges
- 29. where are we today?
- 30. How Clean is Your Cloud Report - 2014
- 31. Company scorecard – re-scored
- 32. The Roadmap to a green Internet I. Energy Transparency II. Renewable Energy III. Energy Efficiency IV. Clean Energy Strategy V. Advocacy
- 33. Just who is building a greener Internet? © Greenpeace
- 34. Building a greener Internet Google – large investment in wind farms
- 35. Building a greener Internet Facebook - Welcome to the Node Pole © Node Pole
- 36. Building a greener Internet Apple – World’s largest private solar array ©Apple
- 37. Whose next to go green and join the clickclean movement? © Greenpeace
- 38. Our online world today #ClickClean or dirty? Worse Better - +
- 40. Clickingclean with Reggie Watts
- 41. what can you do today?
- 42. Your own online world: What can you do? • Use Green providers
- 43. Your own online world: What can you do? • Lobby the laggards
- 44. Your own online world: What can you do? #clickclean
- 45. The Roadmap to a Green Internet
- 46. Thank you For more information please visit: www.greenpeace.org #clickclean
Editor's Notes
- Good morning ladies and gentleman. My name is Andrew Hatton, I am the Head of IT for Greenpeace in the UK and I’m here today to talk to you about Clicking Clean, How Companies are Creating the Green Internet…
- That’s me. It’s an old photo. I’ve changed a bit since then. I’ve had my hair cut. I’m no longer made of plastic. And life has generally improved in other ways. I don’t get thrown back into a toy box each night or trodden on by tiny feet. Or get chewed by dogs… I’m also no longer part of a global marketing strategy with shhh, you know who.
- Before I tell you about the Clicking Clean campaign, I want to take just a few moment to tell you a story. It involves us going back in time… So lets jump into our imaginary time machine, lets jump into our Tardis and go back to 1971.. (note: obviously if this was an american audience, we’d be using a delorean. (you are going to have to imagine, the strange music yourselves). If there’s anyone in the audience who wants to volunteer to do a Tardis noise…?? (no, we need Reggie Watts). So, if get in our imaginary delorean, or Tardis and go back, all the way back to 1971…
- Before I tell you about the Clicking Clean campaign, I want to take just a few moment to tell you a story. It involves us going back in time… So lets jump into our imaginary time machine, lets jump into our Tardis and go back to 1971.. (note: obviously if this was an american audience, we’d be using a delorean. (you are going to have to imagine, the strange music yourselves). If there’s anyone in the audience who wants to volunteer to do a Tardis noise…?? (no, we need Reggie Watts). So, if get in our imaginary delorean, or Tardis and go back, all the way back to 1971…
- In 1971, a small group of activists set sail to the Amchitka island off Alaska to try and stop a US nuclear weapons test. The money for the mission was raised with a concert, their old fishing boat was called, appropriately enough “The Greenpeace”. And this is where the Greenpeace story begins….. Incidently, it was also the year that email was first invented, by one Roy Tomlinson. Who sent an email from one side of the room to the other. From the get go Greenpeace understood the importance of the power of the image or the video, in telling the story. The general power of the media, which back then lets face it was TV and Radio. And it wasn’t long before using humour, became an important approach to getting across some very serious messages…
- This is actually an Australian Fundraising Campaign from the early 80’s. On a beer mat.
- So lets take a look at Greenpeace today, While our core values haven’t changed, Greenpeace today, is of course quite a different entity than it was in 1971. It’s more diverse, and we campaign across a wider range of issues.
- We campaign on solutions to protect the World’s Forests.
- We are working to protect the arctic from exploitation and to turn it into a global commons.
- Toxics, and the protection of the water cycle.
- And of course Climate Change.
- An important part of the work we are doing on Climate change, is our Campaign work on creating a cleaner Cloud. (DEFINE CLOUD). So, why are campaigning on this. What’s the problem? This is a picture of some of our campaigners today, this time in Hong Kong While our core values haven’t changed, Non-violent direct action, bearing witness to environmental issues. Greenpeace today, is of course operating in quite a different context from the world of 1971. The core challenges have changed. We are now dealing with an environmental crisis, a climate crisis brought about by this stuff… and are fast running out of time. Four of our activists, Campaigning inside an Apple store, calling on Apple to clean their icloud. It’s a very different picture from,
- Why does this matter?
- The rapid growth of the cloud and our use of the internet have produced a collective electricity demand that would currently rank in the top six if compared alongside countries; And this electricity demand is expected to increase by 60% or more by 2020 as the online population and our reliance on the internet steadily increase. The numbers are eye watering. By 2018, there will be nearly four billion global Internet users (more than 51 percent of the world's population), up from 2.5 billion in 2013. And of course its growing. In fact the growth of the Internet and Cloud computing is quite simply staggering.
- Our Campaign highlighted how our use of smart phones, tablets and online services was driving an increase in the amount of dirty coal. Drawing a direct connection, from devices like this, straight to the power station. We thought people might be surprised and shocked at this. How devices that we think are cutting edge, are actually using antiquated, Victorian fuel sources. It is for these reasons, that in 2012, we published the How Clean is Your Cloud Where we revealed the carbon price of ‘cloud computing’ for the first time. A price, which results in activities like this.
- This dramatic aerial photograph shows mountaintop removal mining in West Virginia. Mountaintop removal mining is a destructive type of surface mining at a mountain's summit. Explosives are used to remove rock layers in order to access coal seams below. The overburden rock is deposited in the valley, permanently scarring the mountain and burying miles of streams. If that’s not bad enough, it’s also responsible for air pollution and of course the biggest contributing factor to climate change.
- Maybe less dramatic. But just as important. London is covered in a milky, hazy smog as air pollution hits a record high. These photographs are taken from the roof of the Greenpeace UK office.
- A semi submerged Statue of Liberty in the Arctic Ocean draws attention to the effects of climate change on rising sea levels, as world leaders are about to gather in New York for the Climate Summit hosted by UN Secretary-General Ban Ki-moon. The melting of Arctic glaciers and ice sheets contributes directly to global sea level rise. The photo was taken in the Arctic Ocean northwest of Svalbard the 7th of September 2014.
- So lets take a look at Greenpeace today, While our core values haven’t changed, Greenpeace today, is of course quite a different entity than it was in 1971. It’s more diverse, and we campaign across a wider range of issues.
- So we decided to campaign about it. We hung some banners -
- We campaigned outside Stores.
- We campaigned inside Stores.
- We also produced this video. And we developed a series of online campaigns, with humour at their heart. We found that using humour to convey complex themes works well online. We didn’t want to be too preachy with the campaign. Lets take a look.
- What happened next
- Our supporters wrote to the heads of these companies in their droves.
- Is it too much to ask some of the world’s most incredible companies, companies which have brought us innovative smart phones, e-books, e-commerce, to mention just a fraction of the services, is it too much to ask them to invest the same energy and resources they devoted to these projects in defending our living planet. I don’t think so.
- Where are we with the campaign today?
- Earlier this year we expanded our analysis to examine a total of 19 global IT companies that are leading the sector’s move to the cloud, including several major colocation companies for the first time. These companies, while less well-known than branded giants like Google or Amazon, operate the data centers behind much of the Internet. As a function of that expanded analysis, this update now includes over 300 data centers in our survey, up from approximately 80 in the previous edition. And it’s starting to happen….as we have already seen, companies like Apple, Google, and Facebook have all made large investments in building clouds built on renewables. But now, companies which are not necessarily household names have also made big commitments to build their solutions on renwqable clouds, but Rackspace, Salesforce, Box… Tech companies, normally in competition with each other are starting to agree on at least one thing: they all think that clean energy is increasingly essential to their business. As Lisa Jackon, Apple VP of Env. Services, from Apple, put it, ‘it’s business and it’s the right thing to do’. ‘its about having a stable and reliable source of electricity at a stable and reliable price’.
- Just like with the Unfriend, facebook campaign of a year earlier, thousands of people begin posting messages directly to Apple and others, calling for a clean cloud. Under this kind of pressure, companies shift. AE Bates…
- Google is putting its money where its mouth is by investing heavily in clean energy outside of its data centres. Google announced it will invest $75 million in a wind farm in northern Texas. This marks the company’s 15th investment in clean energy projects, and its second in Texas. It’s total spend to date is over $1B.
- Welcome to The Node Pole, an ideal location by the Arctic Circle (in Sweden). Ideal for data centers and high-tech industry. The Node Pole is one of the most stable places in the world – geologically, financially, politically, digitally and socially. Perfect conditions. Bespoke solutions. Facebook has built it’s largest
- Finally, Apple owns the world's largest private solar array. It's in Maiden, North Carolina where it powers one of Apple's data centers. The 55,000 solar panels tracking the course of the sun during the day, to ensure optimum performance. They are the Gold standard right now. And I don’t think we should be in any doubt, that
- Whose next to go Green?
- On our left, we have those companies which are Stuck in dirty energy past: Focused on efficiency effort only, using mostly dirty energy, have taken few or no steps to switch to renewables. Middle of the Road: Taking some steps toward a greener internet, but not yet leading the way. Green Internet Innovators: Committed to 100% renewable energy. Their leadership is helping to make our lives, online and offline, greener. Salesforce, Rackspace and Box also are taking actions to increase their green cred.
- So lets take a look at Greenpeace today, While our core values haven’t changed, Greenpeace today, is of course quite a different entity than it was in 1971. It’s more diverse, and we campaign across a wider range of issues.
- Now for something a bit different. We’ve seen how some of the Internet’s biggest and most innovative companies, like Apple, Facebook and Google, are powering with modern, renewable energy. The #ClickClean movement expects the rest of the companies behind our online world to join them,” And we developed this online campaign. Perhaps, slightly better known in the USA, Reggie Watts is an Internet sensation for his comedy and music, so we’re proud to have him join the call to power the platforms on which his work is shared every day with renewable energy
- I hope you enjoyed that. Again, worth saying that as before we wanted to use humour to convey complex themes Reggie’s unique brand of comedy, devoted following and ability to convey complex themes through humour made him a perfect fit." Before I finihsh, I want to let you know what can you do to help the Clickclean movement? (obviously share the video).
- Many cloud purchase decisions nowadays are made not just by IT but people outside of IT, people in marketing departments around the world have set-up Box accounts, or Dropbox accounts.
- Many cloud purchase decisions nowadays are made not just by IT but people outside of IT, people in marketing departments around the world have set-up Box accounts, or Dropbox accounts.
- Many cloud purchase decisions nowadays are made not just by IT but people outside of IT, people in marketing departments around the world have set-up Box accounts, or Dropbox accounts.
- Is it too much to ask some of the world’s most incredible companies, companies which have brought us innovative smart phones, e-books, e-commerce, to mention just a fraction of the services, is it too much to ask them to invest the same energy and resources they devoted to these projects in defending our living planet. I don’t think so.