What does FACC IT stand for?

FACC IT stands for “Forget About Climate Change In Total” and this brand exists because, frankly, we’re already sick of hearing about climate change. However, the less we do to address the issue, the quicker it gets worse and the more we’re going to be talking about it... which no one wants. We believe that, by having constructive conversations around the issue and taking meaningful steps to address it, we can eventually put this issue to the back of our minds... completely… forever… “in total”.

Our Vision

To make our brand completely redundant in a world where we no longer need to think about climate change.*

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Our Mission

To spark constructive conversations around the climate crisis, to break down our personal barriers to engaging with this issue and to foster belief that we can all make a difference. 

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*What does that actually mean?

Victory is that we stabilise global temperatures at a level that is manageable long term, importantly avoiding "uncontrolled climate change". Scientists are in broad agreement that 1.5 degrees above pre-industrial levels is a sensible target and we believe it is our best interest to heed their advice.

In order to achieve this will need to get to Net Zero and transition to a system that is sustainable long term. That won't be easy, but once it's achieved we won’t need to worry about our carbon footprint because the underlying processes behind our day to day activities won’t be contributing to the problem (i.e. we can finally forget about it).

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Our Values

Be Selfish - we’re passionate about creating a world that we want to live in... the same one any sane person would choose when faced with the likely alternative. We’re asking people to get behind this, not because of some sense of moral duty, but because it’s in their best interest that we succeed (no matter their background).

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Be Honest - in some ways climate change is simple, in other ways not so much. We’ll always try to communicate honestly about the level of uncertainty and by being transparent we hope to be more accountable to upholding our values. ​

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Be Different - after 30 years of scientists begging for action, global emissions are only just peaking. We hope our message is different, and FACCing obviously, we hope it works.  ​

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Be Understanding - humans make mistakes and it sometimes takes time to come to terms with change in the light of new information. We understand why some people don’t want to engage with the issue, and we also understand why people are angry about climate change. We’re curious about other people’s point of view and always look to further our understanding.

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Why so serious? - taking climate change too seriously, frankly, isn’t enjoyable. That doesn’t mean we’re not going to do everything we can to address this issue, but it’s one reason why we’ll always look to take a light-hearted approach in what we do.

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