Posted by
InchDeep on Saturday, August 02, 2008 2:24:08 AM
'Greenshirt' youths urged to inform on eco-crimes
And who do they want the kiddies to rat out first. Their own families of course. The new Hitler Youth. And don't get on me, I did not say it first. Here is the key paragraph.
Some activists and marketers see the site as a clever marketing gimmick
to teach children to preserve their planet. Others see excessive
indoctrination tactics lifted from the pages of the George Orwell novel
1984, in which children are set against their parents, or worse, the
Hitler Youth, who were encouraged to betray their loved ones for the
greater glory of the state.
And then there is this.
Once connected, kids can download "Climate Crime" Cards to monitor their family's misdeeds.
This creepy. Read The Whole Thing.
In a recent series of ads aimed at school children, a leading
British energy company has assigned a controversial summer project:
police their family's global-warming crimes.
Launched last week
by NPower -- the country's fourth-largest provider -- the campaign is
part of a larger program to educate children about global warming and
the wasteful habits that might exacerbate it.
Placed in prominent
newspapers such as The Sunday Times and The Telegraph, the ads offer
giveaway diaries in which kids can note domestic infractions, such as
leaving a mobile phone charging for too long or a Nintendo game left
flickering in the dark, as well as Post-It notes, which can be left at
the crime scene as a warning to the offenders. Equally important, the
campaign seeks to attract kids to its controversial Web site, Climate
Cops, which encourages children to monitor and report on their domestic
energy crimes to their classrooms.
Some activists and marketers
see the site as a clever marketing gimmick to teach children to
preserve their planet. Others see excessive indoctrination tactics
lifted from the pages of the George Orwell novel 1984, in which
children are set against their parents, or worse, the Hitler Youth, who
were encouraged to betray their loved ones for the greater glory of the
state.
Last Tuesday, a satirical article on the British Web site
Anorak referred to these cadets as "Greenshirts" and compared them to
the young Blackshirts of yore. "NPower, the electricity people, want
you, the Britisher Jungvolk, to inform on your mums and your dads if
they disobey the rules on climate change."
Despite the mockery
and alarm found on some Web sites this week, NPower said that the
response has been overwhelming positive, and that the company does not
wish to spawn a new generation of eco-narcs. "This is not supposed to
be remotely sinister," said spokeswoman Zoe Melarkey.
Instead, she added that the program gives children a feeling of empowerment they might not otherwise have.
The
company's fetching, kid-friendly Web pages use games, posters and vivid
cartoons to draw fresh recruits, who are typically between the ages of
seven and eleven.
Once connected, kids can download "Climate Crime" Cards to monitor their family's misdeeds.
"Report
back to your family to make sure they don't commit those crimes again
(or else!)" Instructs the site page, which features a polar giving the
thumbs-up and three kids wearing baggy trousers and "Academy Cadet"
T-Shirts.
"You can spread your search even wider by adding even
more Case Files to your notes," it suggests. "What about the homes of
your uncles, aunts or friends from school?"
The Web site is part
of NPower's Greener Schools Program, which has alloted a budget of
£20-million over five years. While it is hoping to reach 150 primary
and secondary schools across the U.K. this year, the program eventually
seeks to reach 2,500 in total. Last year, 65 schools participated.
"It's
not about reporting on your parents," said Clare McDougall, NPower's
education project director. "It's how the accumulation of small
differences add up to one big difference."
Ms. McDougall added
that contrary to some critics' impressions, children do not report on
the parents to people in position of authority, such as teachers.
Instead, she stressed, it is merely a light-hearted awareness exercise,
and the information does not go any farther than the child's family.
When
the Climate Cops were introduced last fall, it faced some vocal
resistance, especially from Tim Newark, a British historian. "The idea
that they are going to use this scheme to inform on their parents is
really like something out of 1984," he told the Islington Tribune,
adding that education on the topic of global warming should be
presented more calmly. "It's a dreadful throwback to fascist times.
Schools should be more balanced."
The idea of home-energy
suppliers that encouraged conservation also smacked of Orwellian irony:
why would utilities companies deliberately want to lose revenue?
In
part, the answer has to do with the country's deregulation policy. As
part of its program to privatize the sector in the 1990s, the British
government required energy companies to promote efficiency. The larger
the energy provider, the more money it is legally obliged to spend.
NPower, which is owned by the German utility giant RWE, claims that it
earmarks more than £300-million over three years towards conservation
programs.
Beginning with British Petroleum, there is also a
larger trend of energy companies that is trying to green their image at
a time of dwindling resources and concern about carbon emissions.
In
Canada, for example, David Suzuki appears in ads promoting Powerwise, a
partnership between local Ontario electrical utilities and the
Government of Ontario.
One of his spots takes a similar approach to the Climate Cops.
It
pans to a treehouse sign that prohibits wasteful parents. Inside there
is Dr. David Suzuki, talking in a conspiratorial whispers with children
as they figure out ways in which to save electricity.
"I have a friend, and his parents don't believe in conserving," complains one girl.
"You
have the power," Dr. Suzuki replies. "It's up to you to start saying,
‘Hey remember...'" but before he can offer any further advice, the
scene fades out.
"The paradigm has completely shifted because
of the climate-change debate," said Don Millar, president of the
Element Agency, a Vancouver environmental communications firm.
NPower's
campaign impresses Mr. Millar, who implied that it was about time that
the issue of conservation moved from penny-saving to planet-saving. He
also liked the playful aspect, which he did not see as being shrill.
"You don't have this whiny, hectoring eat-your-peas approach," he
observed. "Kids want to be smarter than their parents, and they love
catching them doing things they don't want to do."
When asked
about the Climate Cops campaign, another expert in the Green field had
a more negative reaction. "Didn't Hitler try to do something like
that?" asked Scott McDougall, the president of TerraChoice, an
Ottawa-based Canadian environmental marketing firm that represents
clients such as Xerox and Oxybrite.
Mr. McDougall said he
preferred what he considers a more positive approach. Plugging his
client, Bullfrog Power as an example, he said that the Toronto-based
company offers a clubby community for people who buy its renewable
resources: stars such as Margaret Atwood and everyday people exchanging
tips and anecdotes about their product.
Susan Bartoletti
Campbell, who has written book about the Hitler Youth, said that she
feels conflicted about the campaign. While the author and former school
teacher says she sympathizes with the cause of stopping global warming,
she thinks that harnessing children against adults is excessive. "There
is a saying that ‘He who gains Youth gains the future,' " she said. "I
think Hitler said that."
At the same time, she said to stress her
Green bona fides. "I want to go on record as saying that it is sunny
and warm here, and my linens are outside drying on the line. They are
not in a dryer."