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Guardian and Ben & Jerry's launch climate change partnership

The 'Too Hot to Handle' initiative aims to raise awareness of climate change via humour by employing comedy across an assortment of mediums to drive public conversation, debate and action.

Launching in conjunction with the Guardian's #Keepitintheground campaign which began in March, the Too Hot to Handle activity seeks to use classic comedic techniques such as parody public service announcements, satirical articles and Saturday Night Live-style videos, to create shareable environmental content to grow the mainstream conversation about climate change. In doing so, the Guardian expects the new content will expand its ability to reach a larger demographic of readers, including those that haven't previously engaged with the topic.

Charlie Wilkie, commercial senior vice president at the Guardian, said: "The conversation around climate change is often overwhelming, and traditional ways of engaging people aren't doing enough to drive change. We think humour can help people connect to this important topic and encourage not only awareness, but action. We're really excited to partner with Ben & Jerry's, a brand that cares deeply about the planet and has a long history of championing social justice."

Jay Curley, senior global marketing manager at Ben & Jerry's, added: "Businesses need to play a more active role in building a movement and championing solutions to climate change. Ben & Jerry's is excited to partner with the Guardian to bring more people into the movement through humour."

The Too Hot to Handle series will run from 19 Jun to December 2015, with new content posted weekly.

Source: The Guardian

by Jessie Sampson 22/06/15

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