Climate Change Messaging That Shreds

All.I.Can. Official Teaser from Sherpas Cinema on Vimeo.

Let’s be honest: A lot of climate change campaigns are kind of lame. They’re either too strident, too doom-and-gloom, or rooted in language and images that don’t relate to people’s real lives or interests.

That’s why I really dig what Sherpas Cinema is doing with their All. I. Can. project which combines some serious backcountry shredding, with some loud music and a simple message:

If we want to ski, we need snow. Climate change melts snow. Let’s stop climate change.

In other words, it’s a serious message wrapped in a tasty morsel of awesomeness. It’s also a message rooted in hope rather than pessimism. As one of the skiers says in the clip above, “I don’t think it’s about doing less, I think it’s about doing more.”

Also interesting: This trailer never used the words “climate change” or “global warming,” yet we implicitly know what it’s about.

The full film is slated for release next fall, and I for one can’t wait for it to come out.

(Photo by Flickr user Andre Charland. Used under a Creative Commons License.)