Project C.A.T.: Conserving Acres for Tiger: Discovery & World Wildlife Fund
As part of its commitment to protect endangered species, Discovery Communications launched Project C.A.T. (Conserving Acres for Tigers), in partnership with World Wildlife Fund (WWF) and others, to support a worldwide effort to double the number of tigers in the wild by 2022.
By conserving nearly a million acres of protected land on the border of India and Bhutan, this collaboration aims to ensure a healthy habitat for future generations of tigers. A century ago 100,000 tigers roamed the wild, but habitat destruction and poaching has reduced the number to just 4,000 today.
This is the largest CSR initiative in Discovery Networks’ history and reflects its commitment to engage its global viewers more deeply across its network of linear, digital and short form channels. The program strategy is not only to generate awareness, but to also inspire action through compelling content and ease to engage with the program.
Mobile device users could text to support Project C.A.T. & opt-in to its mobile campaign where subscribers receive tiger conservation updates & exclusive tiger images. For the first time ever in the history of mobile campaigns, an emoji text-to-donate campaign was introduced, which creates a whole new world of emojis for a cause!
On Global Tiger Day, Discovery launched a global PSA in over 30 countries to promote Project C.A.T. To date, donations have been received from donors in 71 countries through the custom Project C.A.T. widget (powered by Pledgeling), which dynamically responds to the local language and currency of a donor based on geo-technology.
In addition, the company invited individuals to take a step into the world of tigers and experience the legendary creatures up close through unique virtual reality content. Discovery also integrated an audio-based trivia game and invited consumers to play tiger trivia by asking questions of Amazon Alexa & Google Home and donating to support Project C.A.T.
Consumers in nearly every part of the world have participated in this initiative with donations processed in 71 countries and territories in 2017 with limited promotion around major tentpole events. In addition to raising funds, Discovery’s campaign spread awareness for cat conservation around the globe, including 700 million views of the Project C.A.T. PSA.
Donations raised through Global Tiger Day now help support work by WWF and Indian authorities to protect tigers in 988,422 acre reserve in India’s Sundarbans region, an mangrove ecosystem which is increasingly threatened by climate change. The support will help strengthen key tiger protection measures in this vital reserve.