The Save Our Selves ±±¾©Èü³µpk10 for a Climate in Crisis will host Live Earth concerts in all seven continents on July 7, to be broadcast to over two billion people through television, film, radio and the internet.
MSN has partnered with SOS to use its reach to make the Live Earth concerts available across the globe with the proceeds from the concerts going to create a new, multi-year global effort to combat climate change, led by The Alliance for Climate Protection and its chair Al Gore. SOS was founded by Kevin Wall, who won an Emmy as worldwide executive producer of the anti-poverty Live 8 concert in 2005.
Wall announced 25 of the 100 top musical acts that have answered SOS's call and are performing at Live Earth. SOS is also engaging other celebrities, CEOs, athletes, academics and government leaders to engage their constituencies.
The line-up of artists includes Duran Duran, Red Hot Chili Peppers, Snow Patrol, the Foo Fighters, Snoop Dogg, Kelly Clarkson, Damien Rice, Faith Hill with Tim McGraw, Corrine Bailey Rae and Bloc Party among others.
The identity for the campaign is based on SOS, the international Morse Code distress signal: three dots, followed by three dashes, followed by three dots. The symbol was chosen for its universality and because of its continuous repeating nature.
SOS is partnering with NBC-Universal and its networks in the US, as well as Sirius and XM digital radio stations, and with the BBC in the UK. Deals have also been secured in Japan as well as internet and wireless coverage in 120 countries.
Live Earth concerts will take place in Brazil, Shanghai, Japan, Johannesburg, London, Sydney, and on the US East Coast.
According to former US Vice-President Gore: "In order to solve the climate crisis, we have to reach billions of people. We are launching SOS and Live Earth to begin a process of communication that will mobilise people all over the world to take action."
Joanne Bradford, corporate vice-president and chief media officer of MSN, said: "Anyone around the world with an internet connection will be able to come to MSN to view not just the concert events, but also an extensive collection of interactive media that will entertain, educate, inspire and ultimately drive change."
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