Global Cool launches celebrity climate change campaign

by Joanne Payne, Brand Republic 21-Mar-07, 10:55

LONDON - Climate change charity Global Cool is launching an SMS-based campaign on social networking site MySpace, led by 'Alfie' actress Sienna Miller and 'Pearl Harbour' star Josh Hartnett.

The campaign, which breaks on March 23, will encourage consumers to pay £2 a month to learn simple ways to personally reduce their carbon footprint.

Exclusive carbon cutting messages will feature for one week within the "video exclusive" section on the MySpace homepage on a rolling basis, promoting the Global Cool message to MySpace's global audience which numbers over 90m people.

Those who sign up for the special Global Cool's SMS initiative will receive two "cool" messages a month from a variety of celebrities involved in the campaign, including artists such as Scissor Sisters.

Each message will encourage consumers to join the fight to defeat global warming, with smart energy saving tips aimed at helping individuals reduce their own carbon emissions such as turning down their thermostat.

Julian Knight, chief executive of Global Cool, said: "By launching our SMS initiative with MySpace, a long-term partner of Global Cool, it offers us the opportunity to reach the broadest possible network of socially active individuals. The connective power of MySpace allows us to give people the tools and knowledge required to collectively decrease their own CO2 emissions."

MySpace users who watch the exclusive messages on the homepage will be directed to Global Cool's site for full details on how to join the campaign.

The "cool" SMS initiative has been developed by Global Cool as part of its ten-year campaign to inspire one billion people to reduce their own carbon emissions by one tonne per year.