SAM Magazine—Aspen Snowmass, Colo.—Sept. 6, 2018—With its national advertising campaign—Give A Flake—Aspen Snowmass once again departs from traditional ski resort marketing. The campaign invites guests and fellow travelers to join the resort in acting on behalf of climate change and equal rights. It is a continuation of last season’s Aspen Way campaign, which aimed to affirm Aspen Snowmass’s position on important social and environmental issues.

“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 aims to influence three U.S. 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 prod them, 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. Further, www.GiveAFlake.com offers one-click access to every state’s national representatives through directed tweets and printable letters to Congress. Online ads will encourage people to register to vote and participate in the upcoming elections.

In its second installment, the campaign will focus on social concerns, including tolerance and LGBTQ rights. “Not only does Aspen Snowmass have valued visitors who are diverse in their sexual orientations and ethnicities, but our coworkers, friends, and community members are, too. We want everyone to feel welcomed and cherished. Advocating for what’s right and taking a stand shows we really mean it,” Kaplan said.

Aspen Snowmass created Give A Flake in conjunction with Karsh Hagan, a Denver-based marketing, design, and technology company.