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We would all love to get a Titanium award at some point in our careers, at any award show be it shaped like a lion, a pen or a little head. Come to think of it, we all want a little head. But back to the topic at.. eh.. hand, Greta Thunberg has actually turned down a titanium award. Really.
The award was issued by Sweden's national advertising awards, the Golden Egg (Guldägget), and the titanium is given to groundbreaking new communication ideas.
The Communications agencies (KOMM), were all agreed that this year's titanium Fridays For Future, the global climate movement for school children, which was started by Greta Thunberg and her strike outside the Swedish Parliament last year. However, Fridays for Future chose not to accept the prize.
Fridays For Future declined the award with this statement:
"We understand why we should have received the Titan Prize and are very grateful. But since we work with strikes and demonstrations to bring out our message, we must refrain from receiving it. With this we want to highlight that we all have to change our Consumption to meet the 1.5 degree goal in accordance with the Paris Agreement. Thank you so much for your consideration! "
In a press release, Komm writes that President David Orlic welcomed the choice for the titanium award.
- What Fridays for Future has done with its school strikes on Fridays has lifted awareness of the necessary climate change to a whole new level. That they renounce the prize is a reminder to the communications industry about what is expected of us from a new generation of citizens and consumers. We see, we hear you and we admire you, he says.