Sometime in the fall of 2010 I sat down with my friend Kate Harriman at a bar in Amsterdam. Our drinking hole of choice was Pacific Parc in the Westerpark and I had invited Kate to help me develop a new idea into a real photography project.
I recognized that climate change imagery focusing on environmental impacts wasn’t encouraging action – instead, it seemed to be pushing many towards complacency. It was time to work on something positive. Something that shared stories about change, about renewable energy, and about how the world is today – not some distant future that we can’t grasp.
Over a glass of Texels Skuumkoppe we started to write down our ideas and thoughts on the only available stationary, the beer coasters. Inevitably we ran out of coasters but quickly solved the problem by ordering more beer.
Over the next months and years, Kate and I continued to spend countless hours on our project. It now had a name, Force, and we wrote proposals, called potential partners, honed our language, and called more partners.
I found the first story after a 30km bike ride to visit farmer Stephan de Clerck. He and his family have been harvesting the wind for over a decade. That bike ride quickly told me two things: first, a bike is not the easiest mode of transportation for a project on wind energy, and second, the locations weren’t going to be easily accesible.
My trips started to get further and further afield. A bit of money from a magazine allowed me to self-fund a trip to the the Czech Republic. I tacked a few days on a travel magazine gig to get stories from Ireland. A trip to Nepal for the Climate Oxide project allowed an exploration into the nascent wind energy scene in Kathmandu. A family visit to Australia allowed me to stop in Thailand to explore the construction of the largest wind park in South East Asia.
The stories were varied and by the end of 2011 included 5 countries.
I partnered with the Global Campaign for Climate Action who posted the stories in the lead up to RIO +20 and this got the attention of the European Wind Energy Association. The EWEA felt that my story-based communication was a breath of fresh air, and they adopted it as part of their 2013 communications plan. They funded the exploration of three more European countries – Romania, the UK and Poland. That three-week whirlwind trip resulted in 8 more stories and the EWEA has been steadily publishing these stories on their blog over the last few months.
Yesterday I was at the European Parliament for the the opening reception of the photography exhibit Discover the Stories Behind Wind Energy. Images are below. Six different stories from six different EU countries line the Couloir Cheval – the corridor where the conservative MEPs pass through on the way to their office. Good placement!
It has been a long road, 3 years. It involved a lot of trust, commitment and personal investment, but Force has once again reaffirmed my belief that a good idea, combined with a lot of hard work, will result in exciting partnerships and successful projects.
The EWEA photo exhibition will continue to be shown by EWEA members across Europe in the coming year.
Quality visuals and well-told stories can make a difference. It is my hope that the Force project has helped us to take a small step towards the future that we want.