Al Gore‘s latest campaign is simple: Remake the Internet.
That’s a bit of hyperbole, but the former VP has signed on to an initiative led by a group of Hollywood figures and Web entrepreneurs to create a new “.eco” domain name.
The idea is for environmental organizations to have a streamlined place to promote their causes and environmental initiatives. That includes securing Web addresses that are more relevant to what they do. For instance, Oceans.com isn’t a destination for anything ecological; it’s for travel. But an Oceans.eco could be a destination for environmental concerns.
Minor Childers, one of the founders of Dot Eco, is a former creative exec at DreamWorks and Paramount and a producer of “Lemony Snicket’s A Series of Unfortunate Events.” Childers is hoping that the attention Gore brings will boost the effort’s visibility.
Profits from registration fees will go to fund scientific initiatives in climate change and other environmental areas, and steps will be taken to vet sites to make sure information is accurate, Childers says.
Childers is joined by founders Fred Krueger and Clark Landry, who hatched the idea for “.eco.” Their board includes actor Roger Moore, author Richard Muller and Jim Dufour of the Scripps Institution of Oceanography. Davis Guggenheim, helmer of “An Inconvenient Truth,” also serves on the board and helped get the participation of Gore’s Alliance for Climate Protection.
Environmental organizations such as the Surfrider Foundation also have signed on, says Childers.
First, though, they need to actually get the “.eco” idea approved. That will come later this year, when the group that runs the Internet — ICANN — decides which new Web domains will fly.