Synopsis: "The polar bear is treading on thin ice. Some scientists predict this iconic species of the North could vanish this century. With so much at stake, the bear has become the new poster child for climate change, the perfect photogenic symbol for selling an environmental message. But just how did the big bear become the great white hope of the green movement? ... Few can resist the bear's red-hot image - scientists and zookeepers, photographers and filmmakers, environmentalists and politicians, marketing mavens and advertising giants"
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