Cold is cool: European campaign to turn down the heat on washing machines

I do 30 is a campaign to turn down the heat on washing machines and turn up the heat on climate negotiations around the world.

Doing laundry is one of the most energy-intensive household processes in Europe and the US. But it does not have to be that way. Consumers could often just turn down the dial on their washing machines and still get clean clothes, save money on their electricity bill, and help make a real difference to the environment.

That is the basic idea behind a new campaign, I do 30, which Novozymes is launching at Roskilde Rock Festival in Denmark on June 28.

Help save 12 million tons of CO2
In Europe alone, if every household were to reduce its washing temperature from 60 to 40°C or 40 to 30 °C, it could save 12 million tons of CO2 a year – which is equivalent to the annual emissions from 3 million cars.

I do 30 is trying to spread that message by asking people to start washing primarily at 30 °C, and to join the campaign on facebook or at and help spread the word.

Help send a strong message to politicians
“This campaign is about washing at low temperatures, but it's also about something bigger than that,” says Anders Lund, Marketing Director at Novozymes. “It's about sending an encouraging message to policy-makers around the world that there are already a number of technologies that can be used to help fight climate change – such as enzymes that for instance make it possible to wash at low temperatures. It's about asking consumers to make a statement that they're willing to make climate-friendly choices in daily life”.

Consumers can make a difference
Novozymes sells enzymes for the detergent industry that enable clothes to get clean at just 30 °C or lower, but the CO2 reduction potential of enzymes in the detergent industry depends on consumer behavior.

“The reductions become reality only when consumers actually make the small click on the dial that gets the temperature down to 30 °C. The role of the detergent consumer is therefore crucial. This campaign is trying to realize the potential that exists if enough consumers actually change their behavior,” says Anders Lund.

Get your clothes washed for free at Roskilde Festival
To create awareness, I do 30 will be present at a number of events throughout Europe in 2009. The first stop will be the Roskilde Festival in Denmark. Here thousands of people spend a week dancing to music from some of the world’s biggest names – and after the partying they certainly need to get both themselves and their clothes clean. I do 30 offers to wash festival-goers’ clothes at 30 °C for free.

So help get clean clothes and a cleaner planet by joining I do 30 on facebook or at