This past Earth Day, San Diego Zoo Wildlife Alliances (SDZWA) thanked all of their conservation allies and supporters for their commitment to a world where all life thrives in their latest PSA campaign, “Thank You for Being A Friend” created with David&Goliath (D&G).
From scientists working to protect polar bears in the high Arctic, sloths across Amazonia, and Galapagos tortoises on the Pacific Islands to cutting-edge reintroduction programs to save endangered rhinos on the savannas and burrowing owls in the Southwest—without you, there is no them.
The world’s wildlife needs our help. Together with its more than 200 global conservation initiatives across 8 strategic conservation hubs worldwide, San Diego Zoo Wildlife Alliance (SDZWA) is on the frontlines, answering the call.
That’s only possible with the support of YOU.
“Conservation starts with people, and we are so excited to share this message with millions of allies for wildlife around the world,” said David Miller, Chief Marketing Officer at San Diego Zoo Wildlife Alliance. “This PSA really speaks to our identity as a global conservation organization with two of the world’s leading conservation-focused zoos, highlighting the importance of our supporters, members, and guests who help us create a world where all life thrives”.
The health of people, wildlife, and the environments we all share are inextricably linked and now more than ever, protecting our Earth’s vibrant biodiversity is only possible through the support of allies around the globe. Conservation starts with people, and a commitment to nature is critical to creating a world where all life thrives. So in this campaign, SDZWA team members express their gratitude from all over the world.
The :60 PSA, which went live on April 22, 2023, rallies behind this year’s Earth Day theme “Invest in Our Planet.” It begins with two conservationists in the cold-Arctic winter protecting polar bears, and acknowledging their supporters. They do so by singing a familiar song to us all: “Thank You for Being a Friend.” The song continues to be sung by community-led conservationists in different locations — from duos in the rainforest observing a sloth on a tree, another pair tending to a large tortoise, a rock climber checking in on unhatched owl eggs along a cliff, to a safari conservationist recording an endangered rhino on the savanna.
The spot ends with the tagline “Thank you for supporting wildlife conservation. Without you, there’s no them.” It’s not only a show of gratitude but also an invitation for more people to become friends of wildlife around the world by supporting SDZWA. Watch below:
REELated:
“Often PSAs can take a serious or dire tone,” said Courtney Pulver, Executive Creative Director at D&G. “But we wanted this campaign to feel more celebratory.” Robert Casillas, Executive Creative Director at D&G joined in, “It was our way to show gratitude to all of these people who give so much to protect wildlife around the globe.”
Ben Purcell, Chief Creative Officer at D&G added, “With this new take on The Golden Girls theme, we’re pretty sure lifelong animal lover, Betty White, would be smiling.”
In addition to the :60 broadcast PSA, additional campaign elements include a :30 PSA cutdown for broadcast and :60/:30 PSAs for radio.
CREDITS:
CLIENT: San Diego Zoo
- Client: David Miller, CMO
- Client: Damien Lasater, Director of Creative Services
- Client: Christian Wooten, Production Specialist
AGENCY: David&Goliath, LA
- Founder & Creative Chairman: David Angelo
- Chief Creative Officer: Ben Purcell
- Chief of Social Impact Blake Winfree
- ECD / Copywriter: Courtney Pulver
- ECD / Art Director: Robert Casillas
- ACD / Art Director: Israel Medeiros
- ACD / Copywriter: Marcos Botelho
- ACD / Art Director: Evan Bross
- ACD / Copywriter: Chris Davis
- Managing Director, Broadcast Production: Paul Albanese
- Agency Senior Producer: Jane Krull
- Account Director: Kelly Marshall
- Account Executive: Eric Brothers
- Director of Business Affairs: Quynh-An Phan
- Senior Business Affairs Manager: Shay Davis
- Business Affairs Manager: Lupe Ramos
- Project Manager: Heather Williams
PRODUCTION COMPANY: Native Content
- Director: Sorrel Brae
- Director of Photography: Kai Saul
- Executive Producer: Teresa Sparky Pomeroy
- Managing Partner: Tomer DeVito
- Executive Producer/Head of Production: Sean Blair
EDIT Spinach
- Editor: Adam Bright
- Assistant Editor: Marshall Thompson
- Second Assistant Editor: Robby Salisbury
- Senior Producer: Cristy Torres
- Executive Producer: Jonathan Carpio
COLOR: JAMM
- Colorist: Beau Leon
- Color Assist: Carver Moore
- Color Producer: Jon Lazar
VISUAL EFFECTS: Spinach
- VFX Supervisor/Lead Flame Artist: Christopher Moore
- Producer: Ian Dawson
- Executive Producer: Adam Bright
Additional VFX – JAMM
- VFX Supervisor / Lead Compositor: Alex Snookes
- Nuke Artist: Brady Doyle
- Nuke Artist: Toma Bowen
- Nuke Artist: Kevin Pierce
- CG Supervisor: Zak DiMaria
- CG Artist: Jaguar Lee
- CG Artist: Steven Nelson
- CG Artist: Ben Martin
- CG Artist: Elyse Resseguie
- CG Artist: Yu Fujii
- Animator: Stew Burris
- Matte Painter: Brandon Kachel
- Producer: Anna Dood
- Executive Producer: Asher Edwards
MIX: Margarita Mix
- Sound Designer/Mixer: Nathan Dubin
- Executive Producer: Paula Arnett
- Executive Producer: Whitney Morris
Music:
- Song: “Thank You For Being a Friend”
- Written by Andrew M. Gold [BMI]
- Published by Luckyu Music [BMI]
- Admin by Songs of Kobalt Music Publishing
ARRANGEMENT COMPANY: Mophonics
- Creative Director: Stephan Altman
- Executive Producer: Colette Huemer
- Head of Production: Shelley Altman
