The first, which rolled out today, is the invitation. Here's the ad, called "anthem," narrated by William H. Macy:

The second phase is about eliminating partisanship from the climate question. The ads will feature "unlikely alliances" like Pat Robertson with Al Sharpton and Nancy Pelosi with Newt Gingrich.

The third piece is online mobilization -- 20-25% of the ACP's money will go to interactive online advertising and social networking. There will also be individual alliances with community-based groups: unions, the Girl Scouts, faith communities, etc. The website will be geared to offer different messages and routes to involvement for different groups.

I had three questions for Zoi.

First, would the ACP be recommending particular policies or legislation? She said the initial focus is simply on bringing people up to speed, but eventually there would be more of a policy push. (She mentioned that in Australia, the public's understanding increased faster than they expected and they were able to turn to policy and politics in time to affect the election, but she didn't know if the same would hold true in the U.S.) In particular she mentioned a moratorium on new coal plants without CCS, a large boost in funding for renewables, and, of course, a mandatory cap on carbon.

Secondly, I asked if the framing would remain Problem-Solution, or whether the messaging would shift to focus on the enormous economic opportunity that may be passing us by. She said Yes (enthusiastically) and noted that the campaign would move in that direction in the third phase, after the partisanship component. She said the economic angle could be an even bigger asset given the current economic troubles in the U.S.

Third, I asked when, if ever, they were going to ask someone from the business community or the Republican party to publicly shame the coal industry for it's well-funded efforts to slow action on climate change. She said people don't really understand the whole coal and "clean" coal component yet. But, I said, people understand corporate efforts to thwart environmental progress, right?

At this point both she and Gore aide Kalee Kreider, also on the call, were audibly squirming. Obviously there was something they wanted to tell me about, but couldn't yet. They said there was "something in the works," but they had to wait until it was farther along to announce it. They said the ACP would not only be running its own ads but would be "supporting efforts from other players." The "hint, hint" was implied. Guess we'll have to wait a bit to find out what this is, but it sounds promising.

Anyway, this will be fascinating to watch and I'll be updating you folks regularly. Stay tuned.