MSN lends weight to Save Our Selves environmental campaign

MSN is backing the launch of the environmental push called Save Our Selves (SOS) – The Campaign for a Climate in Crisis. High-profile figures supporting the campaign include Al Gore, Kevin Wall and Cameron Diaz.

The SOS drive is intended to "trigger a global movement to combat our climate crisis". It aims to reach millions of people around the globe via television, film, radio, the internet and Live Earth, a 24-hour concert on 7/7/07 across the seven continents featuring more than 100 musical acts.

Live Earth hopes to attract an audience of more than 2 billion people through concert attendance and broadcasts. MSN has partnered with SOS to use its reach to make the Live Earth concerts available across the globe.

The Live Earth audience, and the proceeds from the concerts, will fund the establishment of a foundation for a multi-year global effort to combat the climate crisis led by The Alliance for Climate Protection and its chairman and vice-president Al Gore.

Acts performing at Live Earth will include Pharrell, Red Hot Chili Peppers, Foo Fighters, Snoop Dogg, Lenny Kravitz, Duran Duran and Bloc Party. SOS was founded by Kevin Wall, who won an Emmy as worldwide executive producer of Live 8.