I’m always fascinated when my 8th and 10th graders find an offer they are passionate about. Take the recent Baja Fresh in-store promotion, which asks consumers to save the Earth one cup at a time by refilling a reusable drink cup each time they visit. Why would two teen-aged boys who aren’t overly passionate about the environment want to do this, I wondered, when clearly it would be easier for them to get their drinks in a disposable paper cup? The creative on one side of the cup features a prominent headline, “Doing Our Part for Global Cooling,” between two images of birds…
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