What is the message behind POW's newspaper ad, "When the snow disappears, we all lose"?

An advertisement for POW JAPAN will be published in the Hokkaido Shimbun and Shinano Mainichi Shimbun issued today, October 10th. The copy reads, "When the snow disappears, everyone loses." We asked the viewer about the true meaning of this direct message.

Advertising visuals published in newspapers
To convey ideas to politics

Did you know that this year, the "Basic Energy Plan," which determines the direction of Japan's energy policy, will be revised? The content of the plan is important as it will determine whether Japan's future climate policy will proceed smoothly, and it includes policies to achieve the 1.5°C target (a global goal to limit the rise in global average temperature to 1.5°C).

POW JAPAN is preparing to submit a proposal to the government, asking them to create policies that can be implemented to achieve the 1.5℃ target, and to review the process so that the voices of those involved, whose lives are directly affected by the loss of snow, are reflected in the policies. More than 100 companies, including snow resorts, outdoor brands, and corporate organizations, have agreed to this initiative, but they are continuing to solicit more supporters, as more will help their voices be heard by the government.

>> What are POW JAPAN's recommendations? (POW official website)

I want the outdoor community to know more about the sense of crisis they feel

In order to get the voices of those on the ground to the government, it is necessary to show the public that many people in the outdoor community feel a sense of crisis about climate change. Communicating the attitude of many people who are seriously tackling this issue will have a great impact and will lead to moving a larger force in politics. That is why the newspaper advertisement method was adopted.

POW JAPAN has been working on local and on-site initiatives such as giving lectures on climate change and promoting renewable energy at snow resorts. As a result, the number of people, companies, snow resorts, etc. who agree with POW JAPAN's ideas continues to increase, and it is being accepted by communities with which it had no contact before. It was this feeling that led them to take this action, saying, "Maybe now we can raise our voices together with the community and lobby for policy."

Let's reaffirm the importance of snow and protect it together

The word "lose" does not have a negative meaning. They deliberately chose the strong word "lose" to indicate that they "failed to protect" the resource of snow that everyone holds dear, but the message that follows is, "I want people to think again about the extent of the impact that the disappearance of snow resources, which are so important to the people described in the ad, will have," and "Rather than just sitting around doing nothing and waiting for the snow to disappear, let's take action together to protect it," was a strong message from POW JAPAN.

On the same day, the advertisement will also be displayed in the windows of sports and outdoor shops in the Harajuku area that are POW JAPAN's partner companies (BURTON, KEEN, THE NORTH FACE, Haglöfs, PATAGONIA). It is hoped that by reaching people walking along Cat Street that day, this message will convey how strongly the outdoor community feels about the crisis.

To preserve as much snow as possible for the future

Many people probably noticed something strange about the irregular snowfall last winter. It's a strange feeling that can only be felt by those who are close to the snow. Is it okay to continue to ignore it? As snowboarders who enjoy the blessings of snow, I would like to take this opportunity to think about actions to leave as much snow as possible for the future.

POW JAPAN