9. Connecting with Consumers >
9.1 Social Mission Campaigns >
9.1.1 Lick Global Warming
Keeping Cool
Since 2002, global warming has been at the top of our Social Mission campaign agenda. It started with Ben & Jerry’s, Dave Matthews Band, and 
SaveOurEnvironment.org — a coalition of the nation’s most influential environmental advocacy groups — joining forces to urge people to reduce their carbon dioxide emissions and to voice their concerns about global warming to Congress.
Ben & Jerry’s role in the campaign began with the creation of the flavor One Sweet Whirled, which carried messaging about global warming on pint containers and paid a royalty to Bama Works, an environmental foundation set up by the Dave Matthews Band. We also 
our resources into brochures, website support for www.lickglobalwarming.org, targeted coupons, and viral email campaigns. In 2004, Dave’s Magic Brownies replaced One Sweet Whirled as our global warming campaign flavor.
In its first four years, our Lick Global Warming partnership has inspired 70,000 people to send a letter to Congress urging action on global warming. Thousands of others pledged to reduce their personal 
carbon dioxide emissions by five percent (or 2,000 pounds a year), adding up to 200 million pounds of CO2 emissions in all.
In 2005, as a part of this ongoing campaign, Ben & Jerry’s toured alongside Dave Matthews Band with an interactive exhibit on global warming. We made a big splash in June with our nationwide search for the perfect “EnviroRoadie” to host the exhibit — the ultimate summer gig. The winner, Josh Glasheen, hit the road in a hybrid Ford Escape for a two-month, 23-city U.S. tour. Josh — and several SaveOurEnvironment.org volunteers — did us proud, 
motivating people to take action on global warming and sampling Dave’s Magic Brownies. In all, 14,000 of Josh’s new friends sent postcards to Congress. Additionally, the tour drove traffic to the campaign’s web site, www.lickglobalwarming.org, where visitors could take action and learn more. The site averaged 151,622 hits per month between the launch of the event and the final tour stop.