Genius: Canadian mag uses bikini models to raise climate change awareness

by Stevie Smith - Jul 9 2010, 10:49

Described as the “coldest and boldest” publication to cover news and events throughout Canada’s inhospitable Far North, 26-year-old Up Here magazine has taken a leaf out of Sports Illustrated’s strategy book by using scantily clad models to increase the exposure of its upcoming issue on climate change.  

However, in a piece of self-confessed “subversive gamesmanship,” Up Here has swapped out Sports Illustrated’s warm sandy beaches and super models for icy tundra and local models – although the appeal of exposed flesh and bikinis remains the same.

“When you want to get attention in a room full of people talking, you need to yell,” writes Up Here’s Tim Querengesser of the decision to punctuate the July/August Climate Change edition with beautiful women wearing little more than uncomfortably cold smiles.

“When we decided to dedicate an entire issue to climate change in the North, one of the most over-trammeled media narratives in history, we knew we’d have to yell to be heard above the already deafening howl,” he adds.

While conceding that use of swimsuit models is, “like any bold move… open to interpretation and criticism,” Querengesser goes on to say, “that’s the goal – to underline the North’s unique predicament with climate change,” and reach readers who don’t experience it day in, day out.

Considering The Tech Herald had never visited Up Here’s official website before today, and knew little of how climate change is affecting lives and the surrounding environment in Canada’s most northerly regions – we certainly think the magazine has accomplished its goal.

Some of the geographically threatened areas of the Far North included in the photoshoot include Arctic and sub-Arctic locales such as Carcross and Dawson City in the Yukon, along with Yellowknife, Hay River and Cameron Falls in the North West Territories.

Visit Up Here's official Facebook page by clicking here.

Swimsuit Issue: The Photos You Didn't See from Up Here Magazine on Vimeo.

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