NatMag, Hearst Corporation's principal business in the UK, joins The Guardian as the second media partner of the campaign.
was founded in September 2009 by Franny Armstrong, director of the climate change film, 'The Age of Stupid'.
As part of the campaign, 10:10 is planning a day of practical action and concrete commitments to cut carbon on 10 October, 2010 (10.10.10).
NatMag, which publishes 20 magazines in the UK, will use some of its titles and websites to help raise awareness of the campaign and the global day of action.
Editorial coverage and ad campaigns will appear in the October issues of Cosmopolitan, Company, Country Living, Esquire, Good Housekeeping and Harper’s Bazaar. Natmag websites and will also support the campaign.
Arnaud de Puyfontaine, chief executive of NatMag, said: "The partnership with 10:10 is a natural alignment for NatMag – we stand strong on green initiatives and are on track to becoming carbon neutral ourselves by 2013."
Eugenie Harvey, 10:10 UK campaign director, said: "Be they style-savvy young women, dedicated homemakers or well-informed guys with their fingers on the pulse of fashion and culture, I'm thrilled that Natmag's diverse readership will be hearing about the positive, can-do messages of 10:10."
NatMag was named as the second greenest company in the UK in The Sunday Times Green List 2009. The company is a member of Boris Johnson’s Green 500 group.
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