Aspen asks millennials to care about those that come after them

Aspen Snowmass has long held a strong social conscience. This year’s Give a Flake campaign brings that conscience further into the future with a hip indie style campaign that hits where millennials matter – social justice with a call to action to protect the future.

Aspen Snowmass has departed from traditional ski resort marketing. Rather than enticing potential visitors to Aspen Snowmass with pictures of blue skies and bountiful snow, the campaign instead invites them to join the ski resort in becoming activists on behalf of climate change and equal rights.

Aspen Snowmass created Give A Flake in conjunction with Karsh Hagan, a Denver-based marketing, design and technology company that worked with Aspen Snowmass to produce 2017-18’s The Aspen Way, laying the groundwork for this year’s campaign.

“Our founding vision, the Aspen Idea, was never about escaping reality or retreating from the world’s challenges. That’s why we are taking the bold step of launching the Give A Flake campaign,” says Mike Kaplan, president and CEO, Aspen Skiing Company.

“This is not just an advertising slogan, rather it’s an all-out call to action. Collectively, we are a powerful voice, and by using it, we can make a difference.”

Give A Flake initially focuses on climate change and its human and economic consequences. The campaign zeros in on three Senators who are swing votes on climate policy: Alaska’s Lisa Murkowski, Maine’s Susan Collins, and Ohio’s Rob Portman, each of whom has expressed a clear understanding of the science of climate change yet has failed to take meaningful action on the issue.

To push them on the issue, Give A Flake advertisements in national magazines will feature tear-out, pre-paid postage cards for readers to sign and mail to those Senators urging them to act on climate change. The letters will also be available in-resort for guests to sign and send.

Online ads will encourage people to register to vote and participate in the upcoming elections.  Visitors have a one-click way to reach out to every state’s national representatives through directed Tweets and printable letters to Congress. 

In its second installment, the campaign will focus on social concerns, including tolerance and LGBTQ rights.

Furthermore, “Despite the political chaos there are still a few brands willing to peek out of their safe zone and take a stand for their values. We hope more brands will step up,” explains Dave Cook, executive creative director, Karsh Hagan.

For more information about Give A Flake, visit: www.GiveAFlake.com.

Rachael Oakes-Ash is the name behind @misssnowitall and the founder of SnowsBest.com. A long time travel and lifestyle journalist and ski writer, she's been published in ESPN, TIME, Wallpaper*, Action Asia, Inside Sport, Australian Financial Review, Emirates Open Skies, Conde Nast Traveler and more. She was the Fairfax snow blogger from 2007 to 2017 and the Southern Hemisphere editor for OnTheSnow. Rachael is also a documentary producer, author, radio announcer and humorist.

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