Bend the trend — every small act counts

As part of its efforts to help communities adapt to climate change, the European Environment Agency hosted a world film premiere and global network event 'Bend the trend' on 13 December 2009.

'Many communities and individuals across Europe are already putting in place innovative solutions to tackle climate change. By presenting these solutions to larger audiences, "Bend the trend" aims both to inform and also to inspire others to act,' said Professor Jacqueline McGlade, Executive Director of EEA.

The event presented three distinct initiatives: One Degree Matters, the social movement 'Bend the trend', and the Environmental Atlas of Europe.

One Degree Matters is a documentary film, following social and business leaders as they travel to Greenland and experience for themselves the dramatic effects of the melting ice cap. Through this first-hand experience, their perception of environmental change evolves and they come to understand better the planetary effects of climate change and the impacts on society and the economy.

Bend the trend is a social movement inviting individuals to pledge a lifestyle change, such as going to work by bicycle instead of car, that will reduce their greenhouse gas emissions. The collective effect of all individual pledges to cut carbon emissions will be plotted against an interactive world atlas. The web application collects and presents the total reductions pledged through other similar initiatives. The application links with social networks, allowing 'Trendbenders' to build viral momentum.

Environmental Atlas of Europe presents a series of nine stories told through short films, images and texts. They showcase how communities are responding to environmental change across Europe, transforming their lives for a more sustainable future. The Atlas is a joint project of the EEA, the United Nations Environment Programme and the European Space Agency, with Microsoft supporting its presentation on the web.