According to the folks at Coca-Cola, white is the new red. This Christmas, Coke cans will turn from their iconic red colour to white in honour of the polar bear. Feel better about indulging in that odd can of sugar-laden Coke over the holidays, knowing that each sip helps raise awareness of World Wildlife Fund (WWF) efforts to protect the polar bear's habitat. With nearly two-thirds of the world's polar bears living here in Canada, they are clearly an important part of our ecosystem and culture. Through the "Arctic Home" campaign, Coca-Cola will match consumer donations made until March 15, 2012, up to $1 million USD. Canadians can visit iCoke.ca to make their donation. Funds will go towards the WWF's polar bear conservation work. Our generation is witnessing million-year-old glaciers melting and sea-ice disappearing. Whole communities of people and wildlife could lose their homes. According to the WWF, this is a critical time for us to work together to ensure thriving lives and livelihoods in our beautiful North. Help raise awareness of the plight of the polar bear this Christmas... just be sure to recycle that can. For more, click here.