Animal Planet is rolling out a campaign designed to encourage consumers to take action in their communities.
Starting Jan. 23 through March 6, the Animal Planet Be a Hero campaign will direct consumers to local sponsors through on-air retail spots. To further drive support of the campaign, Animal Planet will make a donation to that city’s local animal welfare organization on behalf of its affiliate partners and local area sponsors for every purchase consumers make at local sponsor businesses.
Consumers who participate in the campaign will receive a free Animal Planet-branded gift as a thank you from local affiliates.
Animal Planet subscribers can also download for free an electronic Animal Planet Healthy Pet Guide, a special pet care and first aid brochure available in English and Spanish. In addition, the Web site features games and a local area pet finder.
The 2006 Be a Hero campaign is the second incarnation for Animal Planet. Donations made from the first campaign in 2005 from Animal Planet and local affiliates benefited more than 50 animal welfare organizations from donations.
“Animal Planet continues to provide our affiliate partners with unique platforms to engage their communities through a variety of worthwhile causes,” said Lori McFarling, senior VP-distribution and marketing strategy, Discovery Networks, U.S., in a statement. “We are thrilled to offer local residents real-life way to ‘be a hero’ in their communities, while helping our affiliate partners achieve their ever-challenging business goals.”
To further support the initiative, Animal Planet will add specific programming to its schedule about heroism and investigators who fight animal cruelty and neglect across the country. Shows include Animal Precinct, Animal Cops: Detroit, Animal Cops: Houston, Miami Animal Police and Animal Cops: San Francisco.
TV spots, in-store signage and P-O-P displays will support.
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