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Special Project

Special Project NEW!
From the 4th Annual Shorty Social Good Awards


Entered in Animal & Wildlife

About this entry

Our series Serengeti tells the powerful and touching stories of the African wildlife who call Serengeti home. The series would not exist without the enormous efforts people have made to protect Serengeti and its wildlife. We wanted to find ways to give back and to give our viewers an easy way to help support as well. We reached out to non-profits with projects centered on African wildlife conservation so we could help the give back to the animals that let us tell their stories. We also worked with companies who were

Why does this entry deserve to win?

We knew viewers would fall in love with the animals after watching the first episode of Serengeti and we wanted to provide easy ways for them to support these animals. We teamed up with one primary NGO, WildAid, and three secondary NGOs – African Wildlife Foundation, Frankfurt Zoological Society, and Grumeti Fund. We leveraged our combined reach to drive awareness and support. We also worked with three companies- Ivory Ella, Harney & Sons, and Pooch Perks to help raise additional funds for African wildlife. We used in-program graphics to guide viewers to our website, where they could help support wildlife in Africa by donating to one or more of our non-profit partners. We leveraged Discovery, Serengeti and partners social media accounts as well as an expansive email/newsletter distribution lists to help spread the message.


We collaborated with WildAid to support their efforts in African wildlife conservation. Together, we created :15 PSA featuring Lupita Nyong’o, narrator of the Serengeti series and WildAid ambassador. The PSA runs the entire flight of the 6-part, 6-week series and gives viewers a text-to-donate option.


We teamed up with African Wildlife Foundation, the leading conservation organization working solely in Africa to spread awareness and raise funds for their anti-poaching efforts. Donations go directly toward saving Africa’s elephants and other iconic species from extinction.


We partnered with Frankfurt Zoological Society, home of the Serengeti Conservation Project, to help support their work on the ground in Serengeti. FZS works directly with Serengeti national park rangers to tackle threats to Serengeti wildlife, such as poachers’ snares.


Discovery and Grumeti Fund partnered up to support the Serengeti ecosystem by raising awareness of Grumeti’s Wildlife Wellbeing program in Tanzania, which aims to treat as many animals with human-induced injuries as possible.


We collaborated with Ivory Ella to create a line of custom Serengeti t-shirts, with a portion of sales going to Save the Elephants, an organization dedicated to securing a future for elephants. We also worked with Ivory Ella to host a launch party in Los Angeles with over 50 influencers. For each post by an influencer during the event, Ivory Ella donated an additional $5 to Save the Elephants. On August 12th, Discovery and Ivory Ella also celebrated World Elephant Day together. Using social, on-air, and email assets, Discovery encouraged fans to shop the Serengeti collection at Ivory Ella, where an additional $5 was donated for each sale.


We worked with Harney and Sons Tea to create, promote, and sell a custom blend of tea (“Serengetea”) inspired by the stories and beauty of the Serengeti. 20% of those sales are being donated to WildAid.


Lastly, Discovery teamed up with Pooch Perks by created a limited-edition Serengeti pooch box for viewers and their dogs. A portion of each sale goes directly to WildAid. 


11MM+ people have watched Serengeti thus far.

Entrant Company / Organization Name

Discovery, WildAid, African Wildlife Foundation, Frankfurt Zoological Society, Grumeti Fund, Ivory Ella, Harney & Sons Teas, and Pooch Perks