A long-standing icon across Coca-Cola advertising for 90 years, the polar represents family and togetherness for the brand. This is why Coca-Cola is pledging €3 million over the next three years towards conserving their Arctic home as well as bringing their plight closer to home for millions of consumers. The funds raised through the campaign will allow WWF to use their extensive scientific network and conservation expertise in a variety of ways, including conservation planning for the Last Ice Area - an area of over 1.4 million sq km in northern Greenland and northern Canada – a region bigger than France and Spain combined.
Arctic Home launched at The Science Museum, London on 17th January with an augmented reality experience, where guests saw the polar bears brought to life and which allowed them to observe some of the challenges facing them and the Arctic. The campaign will also bring the Arctic into millions of families’ homes; with more than 300 million Coca-Cola packs and cans featuring a mother polar and two cubs making their way across the Arctic for the first time. A new television advert around the Arctic Home campaign will also see the polar bears in their Arctic environment brought to life from February as well as a buzz across social media activity around the launch.
The Arctic Home project will see the largest number of European countries ever come together to support an initiative to raise awareness and funds for a common cause, with 16 launching in the coming weeks.
Arctic Home forms part of a global partnership between Coca-Cola and WWF, which focuses on working towards cutting the Company’s carbon emissions, water conservation and sustainable agriculture. The project will also raise awareness of how the Arctic is being affected by climate change, with it currently warming twice as fast as the global average and sea ice is disappearing at a rate of about 11% each decade. This shrinking sea ice is threatening the future of the polar bear.
Coca-Cola and WWF are calling for everyone to find out more, get involved or donate by visiting the Arctic home website no amount of money donated is too big or too small!
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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