After earning an Oscar and Nobel Prize, Al Gore knows that when he speaks, people listen. Now his voice is even louder. The Gore-led Alliance for Climate Protection, an all-out marketing blitz, launched on Monday with plans to â€œigniteâ€ Americans into taking action on global climate change. â€œWhen people unite and call for action, change is inevitable,â€ says the Allianceâ€™s website,http://www.wecansolveit.org/.
The Gore-led Alliance for Climate Protection, an all-out marketing blitz, launched on Monday with plans to â€œigniteâ€ Americans into taking action on global climate change. â€œWhen people unite and call for action, change is inevitable,â€ says the Allianceâ€™s website,http://www.wecansolveit.org/.
Known as the â€œweâ€ campaign, the effort has launched its first national television ad, titled â€œAnthem.â€ The Allianceâ€™s ads will air on a gamut of U.S. broadcast programs, fromÂ American IdolÂ to the local morning news, and additional ads will also run in publications likeÂ PeopleÂ and The New Yorker. The media campaign is the beginning of a three year, $300-million effort to lobby the United States, and later the rest of the world, to reduce its greenhouse gas emissions.
The launch coincided with the former vice presidentâ€™s appearance on the CBS television programÂ 60 MinutesÂ on Sunday night. During the show, Gore presented a commercial where social justice advocate Reverend Al Sharpton and conservative Christian leader Pat Robertson sit together on a bench and jointly urge greater environmental protection.
â€œWe are essentially issuing invitations to all Americans of all walks of lifeâ€¦to demand that leaders make this a priority,â€ said Brian Hardwick, the Allianceâ€™s director of communications. â€œWhen I say leaders, I mean their own local leaders in businesses where they work, churches where they worship. We want people to demand from leaders of all kinds.â€
After months of recruitment, 1 million people have joined the â€œweâ€ Web site, Hardwick said. Visitors who sign on to the siteâ€™s pledge receive e-mails about personal actions they can take to address climate change, and the Alliance also sends news about national mobilization campaigns.
The Alliance for Climate Protection is a consortium of political, marketing, and environmental organizations. Gore initiated the new media campaign after contacting theÂ Martin Agency, a marketing group known for creating the popular â€œtalking geckoâ€ ads for U.S. insurance company Geico. Alliance CEOÂ Cathy ZoiÂ has lead clean energy technology investments and awareness campaigns for organizations in California and Australia. Other Alliance partners include politicians from the administrations of U.S. presidentsÂ Bill ClintonÂ andÂ George H. W. Bush, theÂ United Steelworkers Union, and theÂ Natural Resources Defense Council.
â€œTogether we can do for future generations what our parents and grandparents did for us: confront the defining challenge of our time, and find the solutions together,â€ Gore said in a prepared statement.