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The MSN Network has partnered with the "star" of last year's An Inconvenient Truth, former Vice-President Al Gore, to raise awareness of environmental issues through a multimedia effort named Save Our Selves, reports ClickZ.

"Save Our Selves (SOS) - The Campaign for a Climate in Crisis," will culminate with the 24-hour Live Earth concert on July 7 (07/07/07), on all seven continents, with over 100 musical acts participating. The concert will be streamed live on MSN.

The massive concert is intended to attract two billion people through concert attendence and broadcasts, and the message will be spread all over the MSN network resulting in new advertising inventory, according to Adam Sohn, MSN's online services director.

Live Earth is being produced by Control Room, which had partnered with AOL on the Live 8 concert before shedding that relationship to join with MSN.