Live Earth
What they asked us to do…
Live Earth was a 24-hour, seven-continent concert series that took place on 7/7/07, bringing together more than 100 music artists and 2 billion people to trigger a global movement to solve the climate crisis. It was created by former U.S. Vice President Al Gore and Kevin Wall, Emmy award-winning producer, to drive individuals, corporations and governments to take action against global warming and to mark a multi-year campaign led by the Alliance for Climate Protection. Cohn & Wolfe Los Angeles was tasked with the assignment of creating a comprehensive public relations strategy including media relations outreach and support for each of the official partners sponsoring Live Earth events, as well as providing creative on-site activation that would make a consumer and celebrity impact for their brand.
What we did…
We developed and implemented plans for official partners -- including smart, Philips, Absolut, Gibson Guitars, Stonyfield Farm, Esurance, and Intelsat -- to announce their partnership with Live Earth. This included key messaging, pro-active media relations and support of any products these companies launched in coordination with the music events. We provided on-site coordination of sponsorship programming, facilitated interviews, and managed interaction with talent and key executives.
Our results…
We secured numerous media hits for official partnership announcements and product launches surrounding Live Earth both in the U.S. and internationally. Cohn & Wolfe also facilitated the celebrity signing of the Philips light bulb board that was positioned backstage creating awareness and commitment from talent that changing just one light bulb in your home can make a big difference. In addition, we communicated updates to media throughout the 24-hour broadcast on the number of people who were watching the concerts globally on MSN.com (more than 75 million streams to date), as well as the millions of people who committed to making changes in their everyday lives that would benefit our environment.