Discovery Communications announced new content and partnerships with celebrity and consumer brand partners that will join Discovery to ignite awareness and help promote the global movement to save tigers from extinction. It represents the next chapter of Discovery’s Project C.A.T. (Conserving Acres for Tigers), a ground-breaking partnership with World Wildlife Fund (WWF) to help double the wild tiger population by 2022.
“Today, we are extending our mission to protect wild tigers through the collective power of our formidable global media brands and the support of our influential partner network,” said David Zaslav, President and CEO of Discovery Communications. “This is another important step forward in our mission to ensure tigers won’t disappear on our watch.”
Reinforcing its commitment to Project C.A.T., Discovery will leverage its vast creative resources and unmatched global distribution platform of linear, digital and social media channels through tiger-conservation content, including:
- A global public service announcement, narrated by actor Freida Pinto and aired across Discovery’s suite of channels and regional websites around the world, with a donation call-to-action supporting Project C.A.T.
- Development of a feature-length documentary about the imminent risk of wild tiger extinction and preservation efforts by Oscar and Emmy award-winning RadicalMedia (What Happened Miss Simone?, Hamilton’s America)
- The Dodo, the animal brand on social, which is a part of Discovery’s Group Nine Media digital joint venture, will become the exclusive digital media partner of Project C.A.T. As part of the year-long partnership, The Dodo will build its own Project C.A.T. vertical on TheDodo.com, featuring original editorial content, dedicated to the topics of tiger preservation and animal trafficking.
- Discovery’s Animal Planet started a six-hour block of programming dedicated to tigers beginning July 29 at 6am ET/PT. Animal Planet’s big cat expert Dave Salmoni was featured on air throughout the morning. For more programming information, visit www.AnimalPlanet.com.
- Animal Planet’s social channels will include a Facebook Live event from the Bronx Zoo with the Wildlife Conservation Society, featuring tigers and zookeepers sharing insight on all-things tiger. Fans can watch in real-time on Animal Planet’s Facebook page and check out additional tiger content on Instagram, Facebook and Twitter via @AnimalPlanet.
- For even more tiger content, online users can head over to Animal Planet’s newly launched Tigerpedia, the destination for all of Discovery and Animal Planet’s tiger-themed videos, photos, and original content, as well as tiger facts, trivia, and information on how to get involved in saving tiger populations.
- Pledging, a digital platform that connects brands and consumers to their favourite causes around the world, will partner with Project C.A.T. to power donation drives from the PSA, Animal Planet programming block and other Global Tiger Day media outreach efforts.
“I can’t imagine a world where future generations may never see a tiger in its natural habitat or where these glorious wild cats are reduced to just a picture under the category of extinct animals,” said Freida Pinto. “Discovery is on a mission to double the world's tiger population and I’m with them in this effort.”
Other leading celebrities and consumer partners who will lend their brand recognition, fan and customer reach to Project C.A.T. include:
- Ryan Seacrest, Kyle McLachlan and the artist Sonny.
- Designer rag & bone, Christopher Radko Ornaments and eco-conscious accessories brand Alex and Ani.
- Media and technology brands iHeartMedia and AOL, who will support and publicise The Project C.A.T. initiative across their channels.
- Amazon Alexa and Google Home, which will feature a dedicated tiger skill comprised of facts, trivia and a donation prompt to support Project C.A.T.
As part of the WWF partnership, Discovery in 2016 agreed to fund efforts to conserve nearly one million acres of protected habitat in India and Bhutan to protect and increase the wild tiger population, which has shrunk an astonishing 96% over the last century.
“Tigers are among the most revered species on the planet and people are often shocked to learn that there are only as few as 3,900 tigers left in the wild. But WWF and partners, including Discovery, governments and local communities in tiger countries, are committed to doubling the number of tigers in the wild. And for the first time in a century, the wild tiger population has begun to increase,” said Ginette Hemley, head of wildlife conservation at WWF. “We know that given ample space, prey and protection from poaching, tiger populations can rebound.”