VP Gore & His Climate Protection Org Launch "We" Campaign

Mar 31: Former Vice President and 2007 Nobel Peace Prize winner Al Gore, and The Alliance for Climate Protection, which he founded and funds heavily, launched a multi-year, multi-faceted campaign reportedly costing $300 million, that is designed to engage the American public and ignite a movement to address what they say is "one of the most important issues facing civilization: solving the climate crisis." Unprecedented in scale for a public policy issue, the Alliance’s “We” campaign draws from the best practices of successful commercial, social marketing and political campaigns. The Alliance’s campaign combines advertising, online organizing via its new website, and partnerships with a diverse and growing group of grassroots organizations, to educate the American public on the urgent need to solve the climate crisis and activate them to demand real solutions from elected officials.

VP Gore said, “We can solve the climate crisis, but it will require a major shift in public opinion and engagement. The technologies exist, but our elected leaders don’t yet have the political will to take the bold actions required. When politicians hear the American people calling loud and clear for change, they’ll listen.” Alliance CEO Cathy Zoi said, “There is no problem that can’t be solved when Americans unite behind a shared commitment. Solving the climate crisis is a moral question that transcends who we vote for, which house we worship in or who signs our paychecks. It is past time for us to come together on this issue.”

The Alliance’s three year, commercial-scale campaign will fund an aggressive and innovative online activation and mobilization program supported by nationwide television, print, radio and online advertising all geared towards engaging 10 million supporters to drive policy change. To date, the Alliance has already enlisted more than one million activists towards that goal.

The We campaign’s first television ad, titled “Anthem,” highlights the historic nature of the challenge and the need for a society-wide commitment to finding comprehensive solutions. The ad draws a dramatic parallel between the collective spirit of American leadership that helped us win the Second World War, overcome segregation and put a man on the moon to the spirit needed today to solve the climate crisis. The ad will run nationally on network and cable channels, including placements on shows such as American Idol, House and Law & Order.

The Alliance will also reach an unprecedented number of Americans across the political, ideological and socioeconomic spectrum through a series of partnerships with groups such as the Girl Scouts, the United Steelworkers union, and the National Audubon Society, among many others. The Alliance will support the organizations’ efforts to educate their members about playing an active role in solving the climate crisis. Alliance Board Member and former Republican Congressman Chairman of the House Science Committee Sherwood Boehlert highlighted the non-partisan nature of the effort. “The We campaign is a way to overcome the partisanship that has plagued efforts to confront the immensely important issue of climate change for too long. It doesn’t matter who you are -- Republican, Democrat or Independent -- the We campaign will enable individuals, some of whom have never considered the effects of climate change, to make a positive impact.”

Access a release from the Alliance (click here). Access the new "We Can Solve It" website (click here). [*Climate]