Live 8, the “20 years later” version of the original Live Aid concerts in 1985, is set for this Saturday, July 2. I have four tickets and I am looking forward to the Barrie (Toronto) event. I know that the aim of this event is to focus awareness, and action, on global poverty and the upcoming G8 Summit in Scotland. Make Poverty History – do you remember seeing any of those TV commercials with actors and musicians snapping their fingers to signify how often somoeone in tne world dies due to poverty? – is getting lots of attention and co-branding with the Canadian event. Lots of companies are supporting Live 8 but why aren’t more of them using this as a better marketing tool…or to capture permission?