Al Gore's New Climate Awareness Program Enlists Help From Young People | Adweek Al Gore's New Climate Awareness Program Enlists Help From Young People | Adweek
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Al Gore Enlists Youth for Climate Control

Urges them to create awareness videos

Photo: Getty Images

Al Gore has launched a new climate change awareness campaign as part of The Climate Reality Project. The campaign called “Why? Why Not?” will target young people between the ages of 13 and 21, encouraging them to serve as advocates of the climate change movement.

The former United States vice president has long been a staunch supporter of raising awareness of this issue. To aid these newest efforts, Gore and his team have enlisted a team of advertising and marketing agencies from WPP, the world's largest communications services group.

“Our aim is to frame the problem in a simple, personal way, and to convince people that we cannot leave this to future generations to solve,” said WPP group planning director Jon Steel, summing up the group’s goals in taking on this initiative.

Timed to coincide with the upcoming U.N. Climate Summit on Sept. 23, the campaign asks today’s youth to submit videos that pose either a “Why?” or a “Why not?” question related to the impact of climate change, as well as what can be done to combat it. The videos are intended to address people in leadership roles, such as government officials and global business owners.

After creating a video on Instagram or YouTube, participants will need to fill out an online entry form. Selected winners will get the chance to fly to the U.N. Climate Summit to ask their questions live.

WPP agency GPY&R Sydney conceptualized the campaign that was ultimately chosen by Gore and his team. “We want people of all ages to continue to ask these questions of their elected representatives to help highlight the problem in the current approach to climate change, and advocate the future solutions we should be sanctioning now,” said Andrew Dowling, managing director at GPY&R.

Other contributing WPP agencies include JWT; Maxus; The Futures Company; PPR Australia; The Glover Park Group; Blue State Digital; and affiliate company VICE.

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