FOUR YEARS. GO. For those Bejeweled Blitz addicts out there, this sounds like the inception of an incredibly prolonged game. Only this one doesn't require a chair and mouse. This call to action takes the individual and links them with a global network intent upon creating a future for our Earth, rather than accepting the self-destructive path we're on as unchangeable. And it sets a goal of four years to accomplish this.
I received this video from a friend on Facebook and was instantly intrigued. Unlike many environmental films, this one didn't leave me in tears or clinging to my cat because he's not coated in oil. At a time when I am driven to make a difference in the amount of waste I can recycle at work and throughout my corporation, this looks like it could be a profound avenue to stand up and set my personal goal and get help from around the world to achieve it. Perhaps the drum beat really got my heart pumping, or maybe it was reading from some of the 600 organizations already joined to action with FOUR YEARS. GO.
(4YG). Either way I wanted to learn more.
The campaign was launched on February 14, 2010, led by four initial organizations. The Pachamama Alliance, a non-profit concerned with rain forest protection and the rights of indigenous people, is the primary fiscal sponsor. The ad agency Wieden and Kennedy, best known for its "Just Do It" campaign; P:5Y (Peace in 5 Years); and the 2020 Fund, which promotes a sustainable earth by the year 2020 round out the group. The website volunteers that as soon as money and momentum are secured, the organization will take on a global infrastructure with internationally known trustees.
While the movement is international and largely grassroots, its pulse is derived from individual motivation. The organization's master plan is that there is no plan. They hope to light the spark and fan the flame, building a bonfire of work and ideas from those individuals networking with the groups and organizations aligned with 4YG. But they encourage us to act with a sense of urgency. Four years is a long time for me to haul plastic to the recycling center, but to clean up the same plastic haunting our ocean? That's just a blink of an eye.
But that is also what will work, if this campaign manages to reach out and grab the attention of the doers. One self-motivated individual can achieve a lot. But that same individual, backed by others who are hungering for the same goal, who have experiences and networks and ideas to push that individual forward, can sometimes conquer the world. 4YG fosters that spirit. But instead of conquering the world, they hope to lead the crusade that saves it.