on Treehugger.com), Earthwatch has been named one of Animal Planet's partners for the next stage of its animal welfare, conservation, and protection programme, R.O.A.R.
(Reach Out. Act. Respond.).
Earthwatch received $25,000 in March from funds Animal Planet set aside from the sale of its consumer products to support R.O.A.R., in honor of our efforts to involve people in the study and conservation of animal biodiversity.
R.O.A.R. is designed to motivate Animal Planet viewers and visitors to its website to get directly involved in animal welfare and conservation issues, both for pets and other domesticated animals and for animals in the wild. R.O.A.R. provides a wide array of options and resources to those looking to make a difference, whether by volunteering at a local shelter, spreading the word about conservation issues, donating time or money to an animal-related cause, or, as with Earthwatch, taking part in the research and action that seeks to understand and save endangered animals and their habitats worldwide. Through the Discovery Communications umbrella of diverse media, R.O.A.R. has the potential to connect to up to 1.5 billion cumulative subscribers in more than 180 countries; Animal Planet itself is viewed in more than 70 countries.
Both Earthwatch and Discovery Communications are taking part in the United Nation's International Year of Biodiversity, a global campaign to increase the understanding of the vital role that biodiversity plays in sustaining life on Earth. In light of this campaign, the wide range of Earthwatch expeditions that revolve directly around animal biodiversity made Earthwatch a natural partner for R.O.A.R.
"Through R.O.A.R., Animal Planet hopes to make a lasting and tangible impact on creatures around the world, and we've decided to direct our efforts to protect biodiversity through our partnership with the Earthwatch Institute," says Victoria Lowell, senior vice president of marketing and operations for Animal Planet. "The programmes and research Earthwatch supports have a global impact on the animal world. In light of the UN's designation of 2010 as the Year of Biodiversity, it seemed like a perfect fit for Animal Planet to give the first $25,000 contribution from our consumer product line to Earthwatch in support of their efforts."
Earthwatch is in good company within the R.O.A.R. partnership. Throughout 2010, $200,000 will be distributed among numerous other animal organisations, including the American Humane Association, American Veterinary Medical Association, EcoZone, National Wildlife Federation, Petfinder Foundation, Jane Goodall's Roots & Shoots and Wildlife Warriors.
In 2010, more than 20 of Earthwatch's expeditions in more than a dozen countries will specifically help protect animals at risk. With the help of volunteers, Earthwatch scientists will study and save the pink dolphins, giant river otters, and macaws of Peru's Amazon, the fosa of Madagascar, sea turtles in Costa Rica, Mexico, Australia, and Trinidad, rhinos, lions, and elephants in Kenya, and so many more. Take a look at the various expeditions you can join or support.
In addition to becoming Earthwatch volunteers and supporting our efforts with direct donations, Earthwatch supporters are encouraged to let Animal Planet know you appreciate their including us in the partnership and, of course, to take a look at the items in The Animal Planet/R.O.A.R. consumer products line (which includes pet products and lifestyle products from apparel to toys to home décor). The louder you roar your support of this partnership, the more likely it is that R.O.A.R. and Earthwatch can increase the work they do on behalf of animals across the planet.
As part of an ongoing partnership with Discovery Communications (whose Planet Green division hosts the