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Gore's new anti-global warming marketing effort

Posted March 31, 2008 8:06 AM
The Swamp

by Frank James

Former Vice President Al Gore will be campaigning but not in the way many people have asked him to--at least not yet.

In an effort that on the surface appears to have little to do with presidential politics, Gore is the force behind a three-year, $300 million public-advocacy campaign to get Americans to become more involved in the fight against global warming.

Gore is supporting the fairly massive advertising campaign by the Alliance for Climate Protection whose first ad is at the top of this post.

According to the Washington Post, the ads and other marketing efforts will constitute one of the largest public-advocacy campaigns ever.

Gore gave the Post an extended interview in which he sounds somewhat exasperated by the inability of the nation's political leadership to collectively get its act together in the global-warming fight.

"This climate crisis is so interwoven with habits and patterns that are so entrenched, the elected officials in both parties are going to be timid about enacting the bold changes that are needed until there is a change in the public's sense of urgency in addressing this crisis," Gore said. "I've tried everything else I know to try. The way to solve this crisis is to change the way the public thinks about it."

Post reporter Julie Eilperin evidently tried to get Gore to open up about how much he was kicking into the $300 million effort. Looks like he didn't want to talk specifics.

While Gore declined to quantify his contribution to the effort, he has devoted all his proceeds from the Oscar-winning documentary "An Inconvenient Truth," the best-selling companion book, his salary from the venture capital firm Kleiner Perkins Caulfield & Byers and several international prizes, such as the 2007 Nobel Peace Prize, which add up to more than a $2.7 million.

So it would appear the former veep is putting his money where his very capable mouth is.

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