Discovery rolls out global initiative & campaign on species conservation

MUMBAI: Discovery is embarking on its newest global social activation effort – a comprehensive worldwide initiative and campaign focused on species conservation tied to Discovery Channel’s 2 December global television premiere of Racing Extinction, a film by Academy Award-winning director Louis Psihoyos.


Discovery continues its legacy of exploring and celebrating the wonders of our planet with the groundbreaking film, and extends past it with this global campaign that empowers viewers to make a positive impact on the world.


The Racing Extinction campaign will launch with new content, a dedicated digital platform, an education curriculum and calls to action that encourage consumers to pledge their commitment to do “1Thing” to save the planet and its creatures. The mission of the campaign is long-term reduction of both carbon emissions and consumer demand for endangered species.


In India, a nationwide outreach to press, social media, and schools, and a mobile marketing campaign is in the works.


In Singapore, a screening was held last week at the Capitol Theatre, with a talk by tropical rainforest ecologist and Nature Society Singapore (NSS) president Dr Shawn Lum. Discovery is also partnering with the NSS to organise various activities for the public, such as the Horseshoe Crab rescue and research programme, a coastal clean-up at Mandai mudflats, and a forest clean-up at Pulau Ubin.


In Malaysia, Discovery has partnered with the Malaysia Nature Society to host screenings for students of Universiti Putra Malaysia in Selangor and Universiti Teknologi Malaysia in Johor. A screening was also held in Jakarta.


Discovery’s hosts Buddy Valastro, Jock Zonfrillo, Janet Hsieh, Erwan Heussaff, Nadya Hutagalung and Henry Golding are joining the call to action. Actress, host and radio DJ Melody Chen; actor and host Randall Tan; actor, host and FLY Entertainment Artiste Suhaimi Yusof; and actress and FLY Entertainment Artiste Tan Kheng Hua; together with many local personalities and influencers from across the region are also lending their support and pledging their “1Thing”. The personalities are featured in a series of spots, which are airing on Discovery Channel and TLC, and on Discovery Channel’s online platforms.


Other personalities from Southeast Asia who are participating in the campaign:

Aishah Sinclair – Radio Announcer and Television Personality (Malaysia)

Ean Nasrun – Radio Announcer and Television Personality (Malaysia)

Elvira Arul – Vocalist and Performer (Malaysia)

Harith Iskander – Stand-up Comedian, Actor and Director (Malaysia)

Marina Mahathir – Writer and Social Activist (Malaysia)

Natalie Kniese – Radio Announcer, Emcee and Host (Malaysia)

Russell Curtis – Recording Artiste (Malaysia)

Anna Cabrera – Executive Director of PAWS Animal Welfare Society (Philippines)

Brian McLelland – Founder of Bambika (Philippines)

Marc Nelson – WWF Ambassador (Philippines)

Pia Cayetano – Senator (Philippines)

Daniel Mananta – Television Personality, Host (Indonesia)

JFlow – Musician (Indonesia)

Mike Lewis – Actor, Model, Television Host (Indonesia)

Riyanni Djangkaru – Marine Environmentalist (Indonesia)


Discovery is supporting the theatrical screening of Racing Extinction at the Clockenflap Music & Arts Festival in Hong Kong through its social media platforms and press engagement, and in Taiwan the campaign is fronted by singer-songwriter Cheer Chen. 


In addition, combining the immersive power of virtual reality with Discovery’s 30-year history of engaging and exceptional content, Discovery VR – the company’s virtual reality product – will debut six original experiences focused on some of the world’s most majestic animals in VR comprising species of endangered or vulnerable elephants, rhinos, lions, whale sharks, manta rays, and giraffes. This virtual reality content will be showcased at the United Nations Climate Change Conference in Paris from 30 November to 11 December, 2015. The new endangered species experiences are available for iOS and Android, as well as at Additional VR content from Discovery can be enjoyed on network YouTube channels and on Facebook.


Racing Extinction will be the catalyst for a larger, ongoing campaign utilizing the hashtag #StartWith1Thing to serve as Discovery’s call to action to create a global movement behind the television event. #StartWith1Thing seeks to unite the world by pledging simple lifestyle changes that can add up to big benefits for endangered species, the environment and humanity itself. Discovery will leverage its global premiere and additional platforms, including custom branded content, digital, social media and virtual reality, along with its partners to ignite curiosity and global actions people can take in four areas: fighting wildlife trafficking, reducing carbon emissions through use of green energy/transport, supporting green causes, and eating less meat.


The campaign will aggregate individual actions to demonstrate the impact that occurs when people unite as a global community. Consumers are encouraged to find inspiration for their “1Thing” by visiting the “#StartWith1Thing” section on Consumers can choose a variety of things to do daily, weekly and monthly, and track progress along with the world via social media.


The Racing Extinction campaign is in partnership with Vulcan Productions and the Oceanic Preservation Society.

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