Dee Lawrence

Co-founder, Cool Effect


Dee Lawrence used her skills from 25 years in marketing and advertising to promote and grow Proyecto Mirador, a 13-year family effort to reduce smoke from indoor cookfires in Honduras. She helped create a project with social benefits that could also, with considerable science and third-party verification, cut emissions of carbon dioxide (CO₂). For any good marketer or philanthropist, this is an irresistible combination; a high-impact intervention that delivers daily health benefits to women and children while also reducing global warming greenhouse gas emissions.
As the issue of climate change became big news, a frustration and a desire among Americans to take action grew. This sparked an idea between Dee and her husband Richard. If Mirador was verifiably reducing CO₂, why couldn’t it be grouped with other projects doing the same thing? Why not make it possible for people to actually buy the tonnes of verified emission reductions that fight climate change? From these questions, Cool Effect was born. Now Dee works every day to educate people that there is something measurable and verifiable that they can do to save our planet, all while helping people at the same time.