How COOL is this?

Richter7, a Salt Lake City-based advertising and public relations agency, has mandated a "No Long Pants" policy from July 15 to Aug. 15, 2008, in an effort to keep cool and combat the effects of global warming.

For the four-week period, all employees, from the top brass down to the newest employee, will be encouraged to wear shorts, capris, skorts, kilts — anything but long pants — to work until the oppressive heat lets up, even in professional meetings with clients. Those found wearing long pants will face the "knickerbocker police," who will fine offenders a quarter.

"We see this as a fun way to beat the heat," said Dave Newbold, Richter7 president. "I don't know of any other company that has actually insisted that all employees not wear long pants to cool down, but it's in keeping with our motto to disrupt the status quo."

July 2007 was Utah's hottest month on record, and August 2007 was 0.1 degree away from matching the hottest August on record. The forecast through August 2008 doesn't seem to be cooling down any either, making staying cool a necessity.

In addition, the 40-person agency will buy each employee a pair of shorts of their choice and will also provide frozen treats for all employees every time the temperature tops 100 degrees.

"This is a huge morale boost for everybody," said Tim Brown, Richter7 partner in charge of morale boosting. "With everyone cooler, creativity seems to be at an all-time high. Admittedly, the men in the office are reluctant because most are shy about displaying their untanned legs, but the women are huge fans."

Having dominated the creative advertising scene for decades, Richter7 is known for its environment of creativity.

"This is what I love about Richter7," said Teri Gibson, account supervisor. "We have crazy surprises constantly, such as live rock band lunches, parties at movie premieres and now a mandated no-pants policy. The entire culture here centers on generating creative solutions for our clients."

Established in 1971, Richter7 has been named Utah's "Best of State" advertising agency for the past six years and is consistently recognized for effective advertising, public relations, Web marketing and design for local, regional and national clients.