Creating a partnership with our favorite ice cream activists and fellow B Corp, Ben & Jerry's to benefit Protect Our Winters (POW), an NPO leading the charge in climate change, was the first step in a multi-dimensional campaign. From activations in local bars and restaurants to a Tesla tour with a cooler-trunk filled with ice cream, we helped raise awareness and brought a compelling story to capitol hill in DC. There, we hosted a party with Senator Sheldon Whitehouse and Dr. Dog that resulted in hundreds of letters going to state representatives. It all culminated in direct action and going to "the hill" with POW athletes. The resulting PR of our combined efforts were record-breaking for New Belgium and further solidified our place in the national conversation on climate change.
Melyssa was Creative Director, Copywriter and Campaign Cheerleader for all creative assets
