In 1993, Coca-Cola brought polar bears into the homes of millions of people around the world through a creative, heartwarming advertising campaign. Since then, the Coca-Cola polar bears have become an icon of the holiday season and many television viewers look forward to seeing a new spin on the charming commercials every year. However, despite the care-free, party going atmosphere depicted in the popular advertisements, the situation in the Arctic is extremely grave. Global warming is threatening polar bears with extinction and we're taking action on their behalf.
Along with our friends at the Center for Biological Diversity and National Resources Defense Council, we filed a lawsuit today against the Department of Interior calling for protection of
the polar bear under the Endangered Species Act. The act would
provide broad protection to polar bears, including a requirement that
all federal agencies make sure that any action carried out, authorized,
or funded by the government will not "jeopardize the continued
existence" of polar bears, or adversely modify their critical habitat.
We also created a commercial in the spirit of the Coca-Cola ads to draw attention to the polar bear's plight.
Polar bears depend on sea ice to travel, rest, hunt and rear their
young, and global warming is causing that ice to melt. According
to the international Arctic Climate Impact Assessment,
the ice
has been shrinking eight to 10 percent per decade. A recent
federal study shows that polar bears in the Alaskan Arctic are drowning
due to the loss of sea ice. If immediate
action is not taken, polar bears could be extinct as early as
2050. If our lawsuit is successful, the polar bear would be the
first mammal to be officially declared at risk due to global
warming.