ROAR for the Future

Reach Out. Act. Respond. For animals. That’s the message of the Roar campaign, launched by Animal Planet in 2006. If you’ve ever watched Animal Planet, you’ve probably seen advertisements for this widespread campaign. The success of this campaign is most definitely due to several factors:

The goal: This campaign was launched to benefit animals around the world, by helping to prevent endangerment of wild animals or to find homes for the stray cats and dogs all over the globe. This is a clear goal with a wide range of opportunities. The goal is to improve the lives of these animals through protecting species habitats, conservation and pet health care.

Objective: A clear objective of this campaign was to gain world-wide supporters in the form of organizations and Federations. Just a few partners of the campaign include the American Humane Society, National Wildlife Federation, Roots and Shoots, World Wildlife Fund and Wildlife Warriors. These groups represent other organizations from around the world to help spread the message of animal health and conservation.

Audience: Through the use of the media, Animal Planet is able to reach worldwide audiences, more specifically to those of us who find animal health and education interesting enough to watch shows like Animal Precinct, Crocodile Hunter, Jeff Corwin, Animal Wars, just to name a few. These are all shows broadcasted on the Animal Planet network. These shows reach viewers everywhere and help to introduce animal awareness to everyone.

Strategies: The strategies of this campaign all center around education. Using television as a key tool, Animal Planet broadcasts information and inspirational videos, like the one above, on their network. This also allows people of all ages and backgrounds to hear the message and learn more about what they can do to improve their animal community.

Tactic: The Animal Planet’s ROAR website is a great tactic for informing the public about the need for animal conservation. This website provides further links for adopting pets, information about their causes and issues, and other ways to get involved in the project.

The message: ROAR. Animal Planet’s campaign message is a simple and catchy message that clearly defines the goal to improve the lives of animals throughout the world. The message conveys the strength and power of the project, motivating people to get involved and make a difference.

Though this campaign was launched in 2006, the message is still going strong today. As you can tell, when a huge amount of effort is put into a good advocacy campaign, the message speaks volumes. Are you ready to ROAR?