Drinks giant Coca-Cola has partnered with World Wildlife Fund for the second year running as the pair look to raise awareness and funds for the plight of polar bears in the Arctic.
The Arctic Home campaign will see Coca-Cola Europe match all donations made to the campaign, up to €1million, with a focus this year on polar bear mothers protecting their young.
To mark the launch, people from across the country took part in a live art display to form the shape of a polar bear with their bodies.
The Arctic Home partnership was first launched in 2013 as Coca‑Cola committed €1 million to help support essential research into the Last Ice Area, an area of over 1.4sq km in the Arctic.
The sum also assisted with developing plans to map critical polar bear habitats and improve conservation planning, as well to fund an International Polar Bear Conservation Forum.
Liz Lowe, corporate responsibility and sustainability manager, Coca‑Cola Great Britain said: “We’re delighted to continue our partnership with WWF to bring the campaign back for a second year and do even more to raise awareness and funds to help ensure that polar bear mothers have a safe place to raise their cubs.
“The polar bear has been an iconic part of our advertising for over 90 years and so their future is a cause close to our hearts – we want to work together with WWF to ensure a safe habitat for them for many more years to come.”
The artwork was released alongside a new survey commissioned for Arctic Home, which found that 67 per cent of 2000 people polled in the UK said it would take longer than 100 years for all the ice to melt in the Arctic.
However recent scientific research has stated this could happen as early as the middle of this century.