Online Communities Campaign for Global Warming Movie

WebKnowHow
Thursday, May 25, 2006; 04:21 AM

MySpace.com joined forces with former US Vice President Al Gore to create an unprecedented campaign for the global warming documentary, "An Inconvenient Truth." The campaign, which launched today and runs for the next several weeks, is the broadest effort MySpace has undertaken on behalf of a social cause.

"MySpace has a unique ability to mobilize its community around an urgent cause. We are thrilled they are participating in the promotion of 'An Inconvenient Truth,'" said Gore. "In doing so, they are helping us raise awareness about the planetary emergency posed by global warming."

"This partnership is the latest greatest campaign in MySpace's ongoing effort to highlight important social issues and raise consciousness among our vast network of users," said Chris DeWolfe, CEO and co-founder of MySpace.com. "As with our campaigns for Hurricane Katrina relief and other social causes, MySpace is a tremendous platform for members to activate around pressing issues like global warming," added DeWolfe.

MySpace's campaign for "An Inconvenient Truth" includes a custom-designed community to raise awareness and facilitate conversation about global warming. Among other features, the community's home page offers a personal environmental impact calculator so every user can assess his/her individual contribution to global warming. The site also provides facts about global warming and useful tips for reducing carbon emissions and living a green lifestyle.

In addition to the customized community, MySpace's Music channel will feature an Artist on Artist interview between Gore and a world-renowned musician who is part of the MySpace community. The MySpace Movies channel will spotlight an interview with the film's director, Davis Guggenheim. MySpace will also contribute ad space to raise awareness about the threats posed by global warming. As part of the company's commitment to civic initiatives such as environmental awareness, the campaign will move beyond MySpace's online network, culminating in a 10-city MySpace theater buyout on June 16 with free tickets going to members of "An Inconvenient Truth's" MySpace community.

"We're contributing the ad space, the marketing, and the technological support because we believe so strongly that we have a responsibility to use the online world to make the offline world a better place," said MySpace President and co-founder Tom Anderson, whose bulletins to MySpace members drive large traffic on the site.

"Many leading social organizations have used MySpace to reach people about significant causes that impact our daily lives," said Anderson. "If we don't step up, who will?"