Coca-Cola and WWF announced new Arctic Home campaign to raise awareness and funds to support Polar Bear habitat

17 Jan 2013 – 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.

Polar bear on Arctic ice.

Polar bear on Arctic ice. Photo by USGS

Launching on 17th January, Arctic Home will use WWF’s extensive scientific network and conservation expertise along with Coca‑Cola’s marketing experience and resources to bring the plight of the polar bear closer to home for millions of consumers. The polar bear has been a long-standing icon across Coca‑Cola advertising for 90 years and represents family and togetherness for the brand, which is why the Coca‑Cola is pledging €3 million over the next three years towards helping to preserve their Arctic home. The funds raised will help 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.

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 Coca‑Cola cans packs across Europe will also feature the image of a mother polar bear and her two cubs making their way across the Arctic.

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.

Zoe Howorth, Marketing Director for Coca‑Cola GB said: “Polar bears have been a much-loved part of Coca‑Cola’s iconic advertising for over 90 years and because of our strong tie with them we want to help create a future for them and their Arctic home. For the last few years, we’ve worked with WWF firstly through the Polar Bear Support Fund and more recently via the launch of Arctic Home in North America, to help conserve polar bears home in the Arctic. We are really excited to be building on this partnership with the launch of the Arctic Home campaign here in the UK. We believe that by combining our two organisations’ strengths and resources with the support and involvement of the general public, we’ll be able to go beyond what we each could achieve on our own.”

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 Coca‑Cola in Europe is great news as it gives us a real opportunity to raise mass awareness about the threats to the Arctic and vital funds to help us tackle some of the challenges being faced. It’s only through working in partnership that sustainable change will take place: we believe that if we all act now, together we can protect the home of the Arctic polar bear.”

Coca‑Cola and WWF are calling for everyone to find out more, get involved or donate by visiting www.arctichome.com

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.

Source: Coca-Cola UK