DENVER -- Aspen Snowmass is launching an edgy advertising campaign encouraging skiers and snowboarders to take action on climate change. The slogan 'Give a Flake' is a play on words that is more of a call to action about a controversial topic.
"You're not going to help create change without sort of pushing the boundaries a little bit and we know that we'll have some pushback from some people, we understand that. We're open to having a civil discussion with them," said Jeff Hanle with Aspen Snowmass.
The campaign's goal is to turn outdoor enthusiasts into activists by connecting them with elected officials. The giveaflake.com site has tools to reach lawmakers via phone, by sending a letter or tweet.
"It's going to have a major economic impact and we think that's what's part of what will convince some of those that are on the fence...— politicians on the fence about climate change, to take action," said Hanle.
Climate advocacy group, Protect Our Winters (POW), says more and more ski resorts are getting involved.
"Cause they do have such a large voice and we're in the day and age where it matters politically," said Linsday Bourgoine, Manager of Advocacy and Campaigns for POW.