Jane Goodall’s Roots & Shoots Partners with Animal Planet’s R.O.A.R. On Global Youth Campaign

Branded On the Edge: Hope for Animals and Their World, Year-Long Effort Aims to Increase
Awareness About and Help Protect Endangered Species

ARLINGTON, VA – October, 2010— Jane Goodall’s Roots & Shoots, the Jane Goodall Institute’s (JGI) international environmental and humanitarian youth program, is partnering with Animal Planet’s Reach Out. Act. Respond (R.O.A.R.) on the latest Roots & Shoots Global Youth Campaign, which will run from October 2010 to May 2011.  Branded On the Edge: Hope for Animals and Their World, the global campaign aims to take action and to raise awareness about how to make the world a better place for animals.

The 2010 Global Youth Campaign will focus on drawing attention to local endangered species and the importance of biodiversity preservation.  Roots & Shoots groups across the United States will ‘adopt’ local endangered species and conduct research on their conservation status in their community.  Using resources from the Roots & Shoots Leadership Councils, members will create projects about each species and its current status.  Submitted projects will be distributed throughout the Roots & Shoots network and four $250 mini-grants will be awarded to the submissions with the best public service announcements (PSAs).

Concurrently, Roots & Shoots members in the United States will embark upon a national fundraising effort.  For each donation received, Animal Planet’s R.O.A.R. will match the amount, dollar-for-dollar, to reach a goal of $50,000.  The money raised from the partnership with R.O.A.R. will support JGI’s conservation initiatives in African countries with chimpanzee populations.  In addition, the funds will support the efforts of the more than 40,000 Roots & Shoots members in the United States involved in this year’s Global Youth Campaign.

“The partnership between Roots & Shoots and Animal Planet is a natural fit, as both groups work tirelessly to promote respect for all living things,” said Allison Deines, national director of JGI’s Roots & Shoots program.  “Our Roots & Shoots members are very passionate about their work and now, with support from Animal Planet and R.O.A.R., their impact will be that much larger.”

This year, Animal Planet has committed to raising $200,000 for R.O.A.R. charities, including Jane Goodall’s Roots & Shoots.  A portion of the proceeds from Animal Planet consumer products sold in 2010 benefit R.O.A.R. charities.  For more information, please visit http://animal.discovery.com/roar/animal-planet-product-proceeds.html.


About the Jane Goodall Institute:
Founded in 1977, the Jane Goodall Institute continues Dr. Goodall’s pioneering research on chimpanzee behavior—research that transformed scientific perceptions of the relationship between humans and animals. Today, the Institute is a global leader in the effort to protect chimpanzees and their habitats. It also is widely recognized for establishing innovative community-centered conservation and development programs in Africa, and Jane Goodall’s Roots & Shoots, the global environmental and humanitarian youth program, which has groups in more than 120 countries. For more information, please visit www.janegoodall.org.


About Jane Goodall’s Roots & Shoots:
Founded in 1991 by Dr. Jane Goodall and a group of Tanzanian students, the Roots & Shoots program is about making positive change happen—for our communities, for animals and for the environment. With hundreds of thousands of young people in more than 120 countries, the Roots & Shoots network connects youth of all ages who share a desire to create a better world. Young people identify problems in their communities and take action. Through service projects, youth-led campaigns and an interactive website, Roots & Shoots members are making a difference across the globe. For more information, please visit www.rootsandshoots.org.


About Animal Planet:
Animal Planet Media (APM), a multi-media business unit of Discovery Communications, is the world's only entertainment brand that immerses viewers in the full range of life in the animal kingdom with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for immersive, engaging, high-quality entertainment, information and enrichment.  APM consists of the Animal Planet television network, available in more than 97 million homes in the US; online assets www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; and other media platforms including a robust Video-on-Demand (VOD) service; mobile content; and merchandising extensions.


Press Contact:

Claire Gwatkin Jones
the Jane Goodall Institute



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