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Animal Planet - R.O.A.R.

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 (WWF).

"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.

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