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I usually cover topics related to the marketing of products & services in this column. However, I am dedicating this column to the marketing of An Inconvenient Truth, a movie about global warming, which is a phenomenon that is impacting our ability to continue living on earth.

Al Gore put together a brilliant plan for the marketing of his Academy Award winning documentary film that tells the real story about global warming. Mr. Gore was recently selected by Media magazine as their person of the year, because of how effectively he used the media to attempt & save the world. (Media 3/5/07).

Mr. Gore kicked off his communications plan for saving the planet during a keynote address at the advertising agencies’ media conference last March. He presented a multimedia plan for informing the public about the dangers of global warming & promoting his film. Gore called upon Madison Avenue to help him save the planet & announced a massive advertising campaign calling for the leading environmental & faith-based organizations to work together to combat global warming. He asked the advertising community to match the advertising campaign “dollar for dollar” with pro bono contributions. Gore also worked with the Advertising Council in developing public service ads. He also utilized a high impact on line campaign to get his message out. It included banners, keyword marketing, exclusive video clips, blogs & email, among other tactics. (Media 3/3/06)

Now, a year later, there’re not many people who disagree with his message, so the impact of the campaign has been significant. The world’s leading scientists recently issued a report that confirms what Al Gore has been preaching for thirty years, that with 95% certainty human behavior is contributing to global warming & that behavior is altering our ability to live on this planet. (Media 3/5/07)

Gore’s team did the research; put together an incredible presentation & a powerful movie, a compelling book & one of the most effective marketing campaigns that I have ever witnessed. He also pledged to have all the proceeds from the book & movie pay for a major advertising campaign. (Media)

I personally have experienced the impact of Gore’s efforts. There is more. TXU, a power company, was trying to build 11 highly polluting, coal-fired power plants in Texas, which would contribute 78 million tons of new global warming gasses annually. Citizens, business leaders, politicians & environmental groups banded together to fight TXU’s plans. There is more. TXU was not prepared for the fight & decided to sell the company & the new owners have agreed to scale back the project to 3 plants & to cut back plant emissions.

I’m confident that Gore’s marketing efforts built awareness among the public about global warming & contributed to TXU backing down on their ambitious plans. Clear? It is not often a great marketing plan can change world opinion, but that is what Al Gore & his team were able to achieve & I commend them for their efforts.

Peter Koeppel is Founder & President of Koeppel Direct, a leader in DRTV direct response television, online, print & radio media buying, marketing & campaign management. With a Wharton MBA & over 25 years of marketing & advertising experience, Peter has helped Fortune 500 companies, small businesses & entrepreneurs develop direct marketing campaigns to increase profits.

Peter started Koeppel Direct in 1995 & has built it into one of the leading direct response media purchasing firms in the U.S.

For more information please visit: www.koeppeldirect.com

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