Igniting Change for (SX)Good

The Endangered Song lived on at SXSW 2015 through a panel presentation hosted by Smithsonian’s National Zoo and Conservation Biology Institute on March 15. The session saw DDB New York’s Global Business Director, Marina Zuber, reunite with Pamela Baker-Masson, Associate Director of Communications at the Zoo and band members from, Portugal. The Man. Panelists addressed who would become a new group of social influencers on the innovative campaign which launched on Earth Day 2014.

As the discussion came to a close, audience members were encouraged to take action and ignite change by tweeting a picture of themselves with a one-of-a-kind tiger drawing done by John Gourley, leader singer of the band. Gourley’s illustration included a special call to action on the back and, similar to those degradable vinyl records distributed last year’s Earth Day, were marked out of a total of 400. Once accepting a posted and therefore opting in to support the #endangeredsong project, newly deemed influencers were tasked with sharing the picture on social media using the dedicated hashtag.

Follow the #EndangeredSong on Twitter or text NATZOO to 20222 and donate $10 to help stop poachers in their tracks by providing rangers patrolling the Sumatran Tiger habitat with a GPS device.

Guest Author DDB Blog