If you thought making substantive change by 2030 was a challenge, how about by 2014?
A new initiative launched last week and getting spread around the Internet today, 'fouryears.go' says "There is still time to act, but no time to waste." Started by Pachamama Alliance and Wieden+Kennedy--the ad agency behind Nike's 'just do it' (they're donating their services to do a major communications campaign for this)--it's about waking people up to urgency we face in these times and helping each member group meet its most ambitious goals toward a just, thriving, and sustainable world.
The video asks--"could we spend the next four years growing our cities?" and shows green roofs on everything; it asks, "in four years, could Manhattan look like this?" and shows the street filled with bikes.
It's nice to set aside the usual reality concerns and just watch the video and dream. Given how many solutions we really do already have at our fingertips, and how much substantive change really does depend on mustering collective will from a wider spectrum of society, maybe a kick in the pants from left field along with a major ad campaign can help. C'mon, stop and dream for a minute. Pass it on.
Ok, coffee break is over. Time to get back to hammering out the hard, pragmatic details of greening our buildings and neighborhoods step by messy step.
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