The World: Washington - Gore's Alliance in $100m marketing programme

Al Gore's Alliance for Climate Protection is this week launching a $100 million-a-year marketing effort to persuade Americans to get more involved in solving the climate crisis.

The effort is being bankrolled partly by the former vice-president's Nobel Peace Prize winnings and the proceeds from his award-winning documentary An Inconvenient Truth.

Interpublic's Martin Agency in Richmond, Virginia has produced the campaign. It will not suggest specific behaviour Americans should change, but uses celebrities such as the Dixie Chicks and the US House speaker, Nancy Pelosi, to urge government leaders to develop environmental policies.