Given the enormous "megaphone" that a figure like DiCaprio possesses, Suzanne Stefanac who runs the Digital Lab realized that she needed to put together a true dream team of some of the biggest media gurus in the business -- David Gale (EVP New Media at MTV), Matt Wolf (founder of Double20 a gaming company) and Marc Johnson of Hitwise, to name just a few. Their goal.. to "Leverage new media solutions to inspire positive environmental action within Leonardo DiCaprio's global fan base." Their solution was quite interesting.
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