Young & Rubicam joins Al Gore in new initiative to fight climate change

Young & Rubicam has been chosen as the global agency partner for a major new, Al Gore-backed, initiative to combat the global warming crisis.

Y&R has developed the concept for the initiative, coming up with the Save Our Selves identity that brings together a wide range of activists fighting climate change. As well as Gore and his Alliance for Climate Protection group, supporters include the concert organisers Control Room and MSN Network, and artists such as Pharrell and Cameron Diaz.

A key plank of the SOS strategy is a major global live music event, Live Earth, which will be held on 7 July. Concerts will be held in key cities around the world, including London, and will be screened on the MSN Network, as well as through local media partners.

Y&R will produce a global ad campaign for the Live Earth concerts and devise an awareness-raising strategy.

- Comment, page 52.