SILVER SPRING, Md., Oct. 16 /PRNewswire/ -- Animal Planet today
announced the launch of its non-profit, national campaign that,
together with leading animal organizations, leads the way in taking
action and being a voice for animals. The campaign -- Animal Planet
R.O.A.R. (Reach Out. Act. Respond.) -- aligns Animal Planet with a
powerful roster of leading animal and environmental organizations
including: The American Humane Association (AHA); The American Society
for the Prevention of Cruelty to Animals (ASPCA); the American
Veterinary Medical Association (AVMA); the Earthwatch Institute;
EcoZone; The Humane Society of the United States (HSUS); the National
Wildlife Federation (NWF); Roots & Shoots, a program of the Jane
Goodall Institute; Wildlife Warriors; and the World Wildlife Fund
"Animal Planet always has worked with incredible organizations to
support animals, and we are excited to expand our animal advocacy work
in a far- reaching way under the banner of R.O.A.R.," said Maureen
Smith, executive vice president and general manager of Animal Planet.
"Through R.O.A.R., we can use the power of all of our media platforms
and consumer touch-points to build a greater awareness of various
animal causes that we hope can make a lasting and tangible impact on
animals around the world."
Beginning October 19, Animal Planet will air a R.O.A.R. campaign spot
featuring Animal Planet talent, including Jeff Corwin, Dr. Jane
Goodall, ANIMAL PRECINCT's Annemarie Lucas and EMERGENCY VETS Drs.
Holly Knor and Kevin Fitzgerald. PSAs supporting each R.O.A.R. partner
will roll out in 2007. In the initial phase of R.O.A.R., Animal Planet
will support the following animal causes: the importance of
spaying/neutering pets; shelter adoption; cruelty prevention; animal
healthcare; conservation; pet well-being; youth action for animals;
and protection of endangered species.