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WASHINGTON Using marketing to form a network where citizens can participate in issues they care about is the concept behind the effort to promote Leonardo DiCaprio’s The 11th-Hour documentary about the environment.
The campaign combines advertising technology with social causes in a way that is designed to motivate parties to take action.
The goal is to use the documentary as a tool to foster a community of people who are looking to improve the environment by contributing money or volunteering time at a nonprofit focused on green issues, said Brian Gerber of Tree Media Group, the documentary’s producer.
“We
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