Who is Victor Muller and what was his intention in creating Shameplane.com?

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Victor Muller's Role and Intentions Behind Shameplane.com

Victor Muller is the co-creator of Shameplane.com, a website designed to calculate the environmental impact of air travel, specifically in terms of Arctic sea ice melt. He initially developed the site for personal use to alleviate his own anxieties surrounding "flygskam," or flight shame, and did not foresee its widespread adoption. Muller, a 35-year-old resident of Stockholm, Sweden, has stated that the website's name notwithstanding, its purpose was never to shame individuals.
Co-Creation and Personal Motivation

Muller, alongside an unnamed co-creator, launched Shameplane.com in March. The site's genesis stemmed from his personal struggle with "flygskam," a concept originating in Sweden that highlights the environmental guilt associated with air travel. He created the platform as a tool for himself to process these feelings, indicating a personal rather than a public shaming agenda.
Unforeseen Popularity and Global Reach

Since its inception, Shameplane.com has garnered significant attention, attracting visitors from 120 countries. The website has recorded approximately 30,000 visitors, with users originating from diverse locations such as Kyrgyzstan, South Sudan, and Martinique. This broad appeal far exceeded Muller's initial expectations for a personal project.
Clarification on Intended Purpose

Despite the provocative name, Muller emphasized that Shameplane.com was not conceived as a tool for public condemnation. He explicitly stated that the intention was never to shame anyone, suggesting a disconnect between the site's moniker and its underlying objective. The website aims to inform users about the environmental consequences of their travel choices.

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Who is Victor Muller and what was his intention in creating Shameplane.com?

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