The “WMD-We Must Disarm” campaign plans to Tweet a daily message, providing 100 reasons during the 100 days why policymakers and leaders should push for nuclear disarmament, said Jim Landale, a public information officer for the UN.
The Tweets are being reposted to the campaign's Facebook and MySpace profiles and include URLs for followers to access information about the issues concerning nuclear weapons and how to contact their individual representatives.
“We are trying to build up a grassroots momentum to pressurize leaders into paying this particular subject the attention it deserves,” said Landale.
Actors Michael Douglas and Rainn Wilson and Secretary-General Ban Ki-moon will promote the campaign's message through Twitter and there are plans to add other celebrities to the global effort.
The campaign targets a socially active demographic, said Landale, and, for now, it is aimed at a US audience although the campaign will eventually be extended to other countries.
“We're hoping that this is a campaign that draws in people from many different areas and walks of life,” he added. “It is a cause and a concern that affects everyone.”
Additional PR elements will be rolled out later this summer before the campaign culminates on September 21, the International Day of Peace, although Landale said he could not comment on them at this time.
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