Polar Bears: Branding Global Warming

Length 07:03
Licensor Nathanael Johnson
Producer(s) Nathanael Johnson
Formats News reporting, Soft Feature
Topics Environment
Produced December 7, 2006
Added to PRX December 7, 2006
 

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Summary:

Bear as symbol vs. bear in person

Timely on:

April 22: Earth Day

Tones:

Amusing, Informational, Sound Rich

Language:

English

Description:

Lede: What is a polar bear? Okay, sure, it?s a big white member of the Ursus genus, but it?s also a symbol. These days lots of people are thinking of polar bears in terms of what they signify, more than what they actually are. When Time Magazine published a special report on global warming, editors put a polar bear on the cover. Reporter Nathanael Johnson went to find out what it is about polar bears that makes them such ideal poster-animals of global warming.

I talk to some real live polar bears and a cute-ologist, then chat up a Sierra Club rep about branding strategy.

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