Case Study: Keep Winter Cool

Keeping Winter Cool on the Web

How does the NRDC explain and make personal the seemingly abstract threat of global warming -- before the problem gets out of hand? Reach out to the NSAA and to those who would likely feel its impact most immediately: ski areas and winter sports enthusiasts.

"Keep Winter Cool," the groundbreaking campaign to raise visibility and public understanding of global warming year-round, targets a young, active audience and a business community not usually drawn to such issues. Working in collaboration with Underground Ads, the San Francisco agency, Blue Iceberg created a website that integrates seamlessly and reinforces the campaign. The site explains why global warming matters, offers climate facts, and shows how ski areas and individuals can can start fixing global warming right now before it gets out of hand. It also encourages visitors to get involved and support bipartisan legislation to limit global-warming pollution.

Blue Iceberg launched the website for "Keep Winter Cool" in conjunction with Sustainable Slopes Outreach Day-a story which was featured in Adweek's IQInteractive.

Keep Winter Cool is jointly sponsored by NRDC (the Natural Resources Defense Council) and the National Ski Areas Association (NSAA).

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