Bauer Radio has signed up Sam Branson, the model, musician and son of Sir Richard, as the “green ambassador” for Kiss Radio. He will present environmental shows under the Kiss the Planet banner throughout 2008.
Branson will make his debut during the breakfast show on March 27 at the start of a 1,400-mile, dog-sled expedition, which he is embarking on with veteran polar explorer Will Steger. He is part of a team of “20-somethings” on a three-month trek across Ellesmere Island in Greenland. The team will examine the impact of global warming on the region.
He will report from the trip through a blog, photos and broadcasts for Kiss, and will develop a show for broadcast on his return. He will also call breakfast show hosts Rickie and Melvin to give updates.
Kiss has provided Branson with audio recording equipment and an army-issue satellite phone. It will also develop a microsite to canvass listener ideas for its What will you do? campaign. The network will also recruit its presenters, clients, guests and celebrities to support the campaign both on and off air.
Steve Parkinson, Kiss Radio Network managing director, says: “Kiss listeners have told us that the future of the planet is incredibly important to them. We wanted to highlight the message to our listeners, so we’re delighted to welcome Sam on board as our first green ambassador.”
Branson, who is 22 years old, says he approached Kiss about the project because “it reaches millions of people my kind of age”. He adds that climate change is the “biggest issue of the day, but it can all get a bit technical, like a boring science lesson”.