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Animal Planet US to start community outreach campaign next year
MUMBAI: In a bid to reinforce its commitment to celebrating the special bond between humans and animals, Animal Planet in the US is partnering with affiliates nationwide to encourage people to take action in their communities with the Be A Hero campaign.
The campaign which runs from January – March 2006 features three complementary components designed to work independently or collectively as a fully integrated system-wide promotion. The aim is to drive revenue while simultaneously providing residents with the tools needed to play an active role in the welfare of animals in their hometown.
Discovery US senior VP distribution and marketing strategy Lori McFarling says, “As the only television network dedicated to the connection between humans and animals, Animal Planet continues to provide our affiliate partners with unique platforms to engage their communities through a variety of worthwhile causes. We are thrilled to offer local residents a real-life way to ‘be a hero’ in their communities, while helping our affiliate partners achieve their ever-challenging business goals.”
For those markets with local ad sales participation, the campaign provides tools designed to position local sponsors as catalysts for area residents to “be a hero” and act locally through contributions to their community animal welfare organisations. The Be A Hero campaign directs consumers to local sponsors through on-air retail traffic driving spots and is also supported by customised in-store signage and point of purchase displays.
To further drive retail traffic and patronage, for every purchase (or test drive) made at a local sponsor, Animal Planet will make a donation to a local animal welfare organisation on behalf of its affiliate partner and local area sponsors. Automotive-specific materials are also offered with this program to further capitalize on this profitable ad sales category. Finally, consumers will also receive a gift from the local affiliates for participating in the campaign.
The campaign also features an electronic Animal Planet Healthy Pet Guide, a special pet care and first aid brochure, available in both English and Spanish, designed exclusively for affiliates to offer free to their subscribers. The brochure provides valuable pet health care information and safety tips, ranging from how to look after the long-term health of a pet to administering first aid to a pet in an emergency. In addition, the web site features video, games and a local area pet finder. A simple online tool kit links the affiliates web site to a “Be A Hero” micro site, promoting to consumers the myriad of benefits of high-speed Internet service.
To build consumer awareness about the unique opportunity, on-air sales-building spots will run throughout the promotion to encourage consumers to purchase high-speed Internet service that makes navigating and downloading quick and easy.
The channel adds that the campaign is an extension of its on-air Heroes programming strip. This follows the drama, heroism and heart of investigators who fight animal cruelty and neglect.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
