In 2010, Jostein Solheim, the CEO of Ben & Jerry’s has repeatedly said: “Change is a wonderful thing”, as he insisted on the need of dramatic change in the world; to address the social and environmental challenges by being an example and proving to the world that this example is the best way to run a business. One of those examples, is Save Our Swirled campaign that started in 2015, to raise awareness on global warming issues. Tasty, high quality, successful ice cream brand didn’t stop it from being an active component of society. With their passion for social justice, Ben & Jerry’s have advocated a broad range of causes over the years, and climate change is one of the causes they take seriously. The Purpose: Reducing the carbon footprint, by investing in making the company’s operations and supply chain more efficient. The Plan: Define a comprehensive climate justice strategy, which includes a self-imposed price on carbon. As the revenues will be invested in projects and innovative technologies to help them achieve the ambitious long-term goal of reducing the absolute carbon footprint of the business by 80% by 2050. “If it’s melted, it’s ruined!” This is the message to be sent to the whole world by the Save Our Swirled campaign. With a SOS emergency cap!