White Roof Project
The White Roof Project (WRP) is a United States-based nonprofit organization established in 2010. Its primary mission is to combat the urban heat island effect by applying white paint to dark-colored rooftops. By reflecting up to 90% of sunlight, WRP aims to decrease the amount of heat absorbed by buildings, thereby increasing energy efficiency. The organization functions on grassroots principles, seeking to bring about change on local, community, and global scales.
Overview
The White Roof Project (WRP) was founded with a vision to fight the urban heat island effect. Their strategy involves painting tar rooftops white, a move that can reflect up to 90% of sunlight, thus reducing heat absorbed by buildings and improving energy efficiency. Founded in 2010, WRP operates based on grassroots principles and aspires to bring change on individual, community, and global scales.
Programs & Initiatives
WRP employs a diverse approach to achieve its mission. Our initiatives include the provision of DIY tutorials, general advising, and the implementation of a building sponsorship program. The latter initiative pairs eligible nonprofits and low-income buildings with local donors to fund the costs associated with white roofing projects.
History
WRP’s first project was undertaken in New York City at the Bowery Mission homeless shelter, where they coated the roof with white paint. The success of this initial project prompted the formal establishment of WRP as a nonprofit organization. The endeavor also saw the enthusiastic participation of 100 volunteers, illustrating the potential impact of the organization’s vision.
The following year, WRP launched the “Model Block” project, which saw the application of solar-reflective white paint on 20 cooperative rooftops in the Lower East Side. This initiative contributed to the creation of the Go Green Lower East Side initiative, advocating for sustainability and energy conservation in one of the most energy-consuming neighborhoods in New York State.
In 2012, WRP started the DIY Program, a nationwide and international initiative enabling individuals and businesses to undertake white roofing projects on their own. They also extended their “Model Block” program, attracting more volunteers and partner organizations within New York City.
Over the years, WRP continued its efforts, partnering with various entities like the Lott Community Development Corporation, the DeVine Press Building, and the Trinity Lutheran Church. Their influence also grew beyond New York City, with projects in Staten Island, the Lexington School for the Deaf, and their first sponsored project in California with the Boys and Girls Club of Fresno.
Goals
WRP set a bold objective of coating 5% of the world’s rooftops each year. They aim was to achieve this goal by 2034, which would lead to a significant reduction in CO2 emissions equivalent to turning off the world for a year. WRP’s advocacy and reach have touched thousands and inspired others to paint rooftops themselves.
Impact
Since its inception, WRP has made notable progress towards its mission. The organization has successfully coated approximately 496,000 square feet of rooftops and mobilized over 1150 volunteers for their projects. In addition, they have forged partnerships with 175 community organizations, promoting collaboration and community engagement.
By educating individuals and communities about the benefits of white roofing, contributing to scientific research and policy changes, and recruiting volunteers for painting projects, WRP offers a simple and tangible solution to environmental challenges. Their efforts not only help combat climate change but also reduce energy costs and encourage community participation.
Press
NEW YORK TIMES
So Cool! La Mama Theater in NYC Gets White Roofs
REUTERS
Painting Bill Clinton’s “white roofs” into reality
AL JAZEERA: EARTHRISE
White Roofs
GRIST
Cool roofs offer a salve for hot cities — and the climate, too
TIMBERLAND: EARTHKEEPERS
Commitments for Positive Change
SCIENCELINE
Paint the Town White
EARTH EASY
White Roofs Offer a Simple Strategy to Help Combat Global Warming
TIMES SQUARE MAGAZINE
White Roof Project Aims to Cool the City’s Heat and the World
TAKEPART
White Roofs Are the White Knight We Need to Slay Climate Change
TAKEPART: BRAIN FOOD DAILY
Virtual Worlds Come to the Real World
MATADOR NETWORK
Beat the heat with White Roof Project
THE DAILY BRINK
Not Michael Bay
SPARK SPEAKER SERIES
Juan Carlos, Highlight Speaker
TEDX SETON HALL
Juan Carlos, Keynote Speaker
ONE FOCUS VIDEO
White Roofs
Awards
YOUNG MOVEMENT
Entrepreneur of the Year: Juan Carlos, White Roof Project
COOPER SQUARE COMMITTEE
Sustainability Honoree: White Roof Project
YOUNG DEMOCRATS OF AMERICA
Chapter of the Year: Manhattan Young Democrats
Hi, I’m
Juan Carlos
I believe clear minds lead purposeful lives. My mission is to share frameworks that bring clarity to decisions and purpose to life.
My Journey
I’ve walked diverse paths that converge around helping people see more clearly. From directing award-winning documentaries that transformed perceptions to leading product innovation at high-growth startups, I’ve developed a unique lens for understanding complex systems and human needs.
Today, I create tools for clearer thinking. I’m launching Re:Mind, a mental models system combining physical cards and digital tools that make powerful thinking frameworks accessible to everyone. I write children’s books that nurture independent thought, and I develop technology that simplifies complex challenges.
My Approach
As a storyteller, I capture the narratives that shape our understanding. As a product leader, I build systems that enhance decision-making. As a coach, I help others navigate their personal and professional growth with clarity and purpose.
In the high desert where I live with my family, we marvel at the world’s wonders together. I’ve learned that what we choose to frame—what we focus on—defines our life’s story. My work helps others find their most meaningful frame.
