Coca-Cola and WWF have joined forces to launch Arctic Home, a new project focused on raising awareness and funds to help conserve the home of the polar bear and create a positive future for the Arctic.
Launching on 17th January, Arctic Home will use WWF’s extensive scientific network and conservation expertise along with
The integrated campaign will launch at an event held at the Science Museum, London on 17th January with a new TVC hitting screens from 2nd February. Further amplification around the campaign will also be seen across print advertising and the famous Piccadilly Circus sign, as well as digital elements including a dedicated website and social media activity.
The Arctic Home project will see the largest number of European markets ever come together to support such a large-scale campaign to raise awareness and funds for a common cause, with 16 markets launching in the coming weeks. To help further bring the Arctic closer to home for consumers, more than 300 million
Arctic Home forms part of a global partnership between
Zoe Howorth, Marketing Director for
David Nussbau, Chief Executive for WWF-UK said: “ Climate warming is causing a rapid melting of the sea ice on which polar bears and other Arctic species depend. It is predicted that the summer sea ice will virtually disappear within a generation. As the ice continues to melt, polar bears will increasingly struggle to hunt to keep themselves and their cubs alive over the summer months. The roll out of the Arctic Home campaign with
HOW THE MONEY FROM THE ARCTIC HOME CAMPAIGN WILL BE USED:
CREATING A SAFE HOME
The polar bear needs help to give it a safe, sustainable home. It lives, hunts, mates and breeds on the sea ice, but with that rapidly shrinking, WWF is working to protect and manage what is still there.
UNDERSTANDING POLAR BEARS
Before we can work out how best to protect the polar bear population, we need a better understanding of them. Due to the challenges of the Arctic environment it’s difficult and expensive to even get an accurate count of how many bears are left. Part of the money raised by the Arctic Home campaign will be used to fill in the gaps, allowing us to study the polar bear population and habitat.
CONFLICT BETWEEN BEARS AND PEOPLE
As the ice retreats, polar bears are being forced to spend more time on land hunting for food. People in several Arctic communities are reporting an increase of bears in and around their communities. This is dangerous for people, and dangerous for bears.
To reduce that risk, part of the funds raised by the Arctic Home campaign will go towards WWF research and actions to help communities live in harmony with the polar bear population.
POLAR BEAR SUMMIT
WWF is encouraging Arctic governments to hold a polar bear summit this year to put a spotlight on the polar bear and the issues it faces. Held with the help of funds from the Arctic Home campaign, a major event like this will attract high-level interest from government leaders. While WWF’s efforts can help sustain an Arctic home for polar bears, government support will also be needed.
TACKLING CLIMATE CHANGE
WWF works with communities, businesses, governments and international organisations (like the United Nations and the European Union) to help them reduce greenhouse gas emissions by reducing deforestation, by making much smarter and more efficient use of energy, and by moving to clean renewable sources of energy. Even if we reduce greenhouse gas emissions very quickly, some climate change will continue through the coming decades because of the greenhouse gases we have already emitted. So WWF helps communities, organisations and governments to understand the interdependence of people and nature and to adapt to a changing world, working in new ways to build resilience into the natural systems that support our lives and livelihoods. Part of the funds raised through Arctic Home will support WWF’s work to tackle global climate change with the goal of slowing change in the Arctic and globally. It will also help WWF understand how climate change will affect the Arctic so that we can help people and wildlife adapt to their changing world.
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For more information, please contact:
Katherine Dempsey – firstname.lastname@example.org / 0207 908 6402
Olivia McMonagle - email@example.com / 0207 908 6466
Notes to editors About
• The campaign comprises a new TVC, print, digital, on-pack, The Piccadilly Circus Sign, Cinemas and PR activity, and will drive awareness and engagement amongst a target audience of mums, their families and teens.
• The emotive and uplifting new TVC, will highlight the plight of the polar bear alongside
• The online site www.artichome.com will house information on the campaign with clear routes for consumers to get involved. Further support will run across both
• PR activity begins in January with an innovative augmented reality event
• WWF is one of the world's largest and most respected independent conservation organization, with over 5 million supporters and a global network active in over 100 countries. WWF's mission is to stop the degradation of the earth's natural environment and to build a future in which humans live in harmony with nature, by conserving the world's biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption.
About the WWF and
• Since 2007,
• In 2011, WWF &
• WWF and The
• In 2011,
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