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Discovery Will Support "I’m Gonna Be Your Friend" Campaign through its Major Regional Websites
WESTPORT, Conn. (Sept. 30, 2011) — Save the Children and Discovery Networks Latin America/US Hispanic, (DLA/USH), a division of the leading global nonfiction media company Discovery Communications, announced a partnership to support Save the Children’s "I’m Gonna Be Your Friend" campaign through online marketing tools on Discovery’s major regional websites. Aimed at raising urgently needed funds for the millions of hungry children in East Africa, the initiative asks people to download a re-release of the 1973 Bob Marley & the Wailers song "High Tide or Low Tide" and the accompanying short film by award-winning director Kevin MacDonald.
"We are grateful to Discovery Networks Latin America/US Hispanic for using its online media platforms to help us keep the child hunger crisis in East Africa front and center," said Save the Children’s President & CEO Carolyn Miles. "Rains are expected to arrive next month in the Horn of Africa, but they are predicted to be below average. They won’t be enough to help the millions in need. We know that children and families in East Africa will need support for many months to come."
"We are pleased to support this campaign and help spread the word about the hunger crisis affecting children in Africa," said Maximiliano Vaccaro, Director of Digital Media for Discovery Networks Latin America/US Hispanic. "Discovery has a solid network of followers from its different brands in the region and is happy to take advantage of that to help those in need."
The food crisis in Somalia and across East Africa is the worst in decades. Ten million people are affected — many have no food, no water and have lost all their livestock. One million children in Somalia alone will die if help is not delivered now. Save the Children and other aid agencies have launched a huge emergency response across the region and are on the ground delivering life-saving aid.
To support these efforts, DLA/USH ‘s digital team has created a banner to be featured on the websites of its main channels in the region, including Discovery Channel (www.tudiscovery.com), Discovery Home & Health (www.discoverymujer.com) and Discovery Kids (www.tudiscoverykids.com). Until October 12, the banner encourages followers to download the Bob Marley song and its accompanying video. The cost of donation per each download is around $1.29. A microsite accessed via the Discovery Channel website (www.tudiscovery.com/web/save) also has detailed information about the campaign and the African hunger crisis.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world's number-one non-fiction media company reaching more than 1.5 billion cumulative subscribers in over 210 countries and territories. Discovery empowers people to explore their world and satisfy their curiosity through 130-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Discovery Science and Discovery HD, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. In Latin America and the US, 13 Discovery brands reach 200 million cumulative subscribers in 38 countries with programming customized in three languages. Networks include: Discovery Channel, Discovery Kids, Animal Planet, Liv, Discovery Travel & Living, Discovery Home & Health, Discovery Civilization, Discovery Science, Discovery Turbo, Discovery HD Theater and TLC HD; and two U.S. Hispanic brands for Spanish-speaking audiences in the United States, Discovery en Español and Discovery Familia.
About Save The Children
Save the Children is the leading, independent organization that creates lasting change for children in need in the United States and around the world. Follow us on Twitter and Facebook.