It takes courage to be green.
And this winter the Aspen Skiing Company took a daring stand in an increasingly contentious world, launching a politically tinged action-oriented advertising campaign. Under the tagline “Give a Flake,” the company encourages readers and customers to support political candidates who are actively involved in the issue of climate change—and to challenge those who have yet to engage.
“We depend on a healthy environment and climate for both our business and our lifestyle,” says Mike Kaplan, SkiCo president and CEO. “Not doing something would be sealing our fate. We feel strongly that this campaign can help build awareness among our employees, our community and our customer base.” Climate change prediction models estimate that Aspen’s ski season could be 15-30 days shorter by 2050 and up to 50 days shorter by 2090, as the number of days below freezing decreases.
The ads, which appear on the inside covers of significant recreation publications (Ski Magazine, Outside, Freeskier and Transworld SNOWboarding), prompt readers to visit the giveaflake.com website. There, they can enter their address or ZIP code, and instantly find out where their local elected representatives stand on climate change issues. Users can access social media tools to tweet, email or even send snail mail to reach out to their congresspersons with a comment. The site has prewritten messages to simplify the process.
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