Sierra Club
Sierra Club Press Release

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September 27, 2011

Contact: Jenna Garland, (404) 607-1262 x 222

DJ Steve Porter Remixes Michael Bloomberg and the Sierra Club

Innovative Video Marks New Tactic in Non-Profit Marketing

New York, NY – The Sierra Club released a video today created by DJ Steve Porter, known for his innovative "remix" videos, featuring celebrities, sports stars, and now Michael Bloomberg, philanthropist and Mayor of New York City, and the Sierra Club’s Beyond Coal campaign. View the video here.

"We are excited to work with DJ Steve Porter to create this video," said Beyond Coal Campaign Director Mary Anne Hitt. "This marks the first time a non-profit organization like the Sierra Club has worked with someone like DJ Steve Porter to create a remix video. Creative, internet-based videos are no longer something reserved for major corporations to promote products; we’re now using this type of media to promote issues that the public cares about."

In July of this year, Bloomberg Philanthropies announced a new, $50 million partnership with the Sierra Club’s Beyond Coal campaign. The Beyond Coal Campaign and Bloomberg Philanthropies recognize that burning coal for electricity is one of the most significant threats to public health in the United States today.

Coal’s pollution contributes to four out of the five leading causes of mortality -- heart disease, cancer, stroke, and respiratory illness. Coal emits almost half of all U.S. mercury pollution, which causes developmental problems in babies and young children, as well as being a major contributor to asthma attacks. Coal pollution causes $100 billion in health costs annually.

In the months following the announcement of the Bloomberg Philanthropies partnership, the Beyond Coal campaign has seen major victories, announcing additional planned coal plant retirements in Virginia and Kentucky.

"Beyond Coal will continue to lead with cutting edge social media and traditional media campaigns that energize communities to move beyond coal and build the clean energy economy," Mary Anne Hitt said. "We hope people who are inspired by the energy and momentum in this video will join the cause and help move the country from coal to clean energy."

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Full URL: http://www.youtube.com/watch?v=sS1Bp5em6BU&feature=youtu.be