9. Connecting with Consumers >
9.1 Social Mission Campaigns >
9.1.3 An Inconvenient Truth
An Inconvenient Truth
We were so inspired by An Inconvenient Truth, Al Gore’s 2006 documentary film on global warming, that we decided to bring the DVD version to as many people as possible in our own backyard and around the country. We know we’ll need an educated nation to 
effectively deal with the challenge of global warming now and in the future.
Working with the Vermont Department of Education and Vermont Public Interest Research Group, Ben & Jerry’s provided a free DVD of the film to every high school in Vermont. Along with the DVD, we kicked off an Environmental Community Action Contest open to every high school student in Vermont. We asked students to send us their plan to “Green Up Vermont” and help slow global warming. The student submitting the strongest plan will receive a $2,000 grant to use in implementing their 
program in 2007.
Reaching out to the college audience, we also sponsored Truth on Campus, a collaborative effort of nonprofits and like-minded companies to support screenings of An Inconvenient Truth on hundreds of college campuses across the country in the fall of 2006. Truth on Campus also helps students and colleges take action to address the climate challenge.
As for folks we couldn’t reach through school, we thought we might reach them through their taste buds. So we concocted a special menu item for our Scoop Shops called “The Waffle Truth” (cousin to An Inconvenient Truth?) and used it to promote the DVD release of the film. Posters of this special waffle cone sundae in approximately 300 of our Scoop Shops drove traffic to LickGlobalWarming.org where consumers could learn more.