• The Washington Post, Monday, March 31, 2008 12:45 PM

A three-year, $300 million ad campaign highlighting the extent to which Americans' growing awareness of global warming has yet to translate into national policy changes will kick off Wednesday. Al Gore's Alliance for Climate Protection's "we" campaign will employ online organizing and ads on TV shows ranging from "American Idol" to "The Daily Show" to mobilize Americans to push for aggressive reductions in greenhouse gas emissions.

Gore says the campaign, which he helped to fund, has been undertaken in large part because of his fear that lawmakers are unwilling to curb the human-generated emissions linked to climate change. Private contributors have already donated or committed half the money needed to fund the campaign, he says.

In an effort to penetrate Americans' consciousness and change lawmakers' political calculus, the group aims to enlist 10 million volunteers through a combination of network and cable commercials, display ads in magazines ranging from People to Real Simple, and online social networks.

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