Engaging and Enlightening with Mission-Driven Content
High-quality, mission-driven programming has been synonymous with Discovery since John Hendricks launched the company’s first network, Discovery Channel, in 1985 with a mission to satisfy curiosity and make a difference in people’s lives. Today, that mission remains the driving force behind the programming strategies across Discovery’s networks as they strive to provide viewers with the highest quality nonfiction content that not only entertains and engages, but also enlightens, educates and inspires positive action.
In addition to our programming, Discovery is proud to use our networks’ air time to showcase public service announcements (PSAs) for important causes, such as philanthropic giving, support of minority populations, drunk driving prevention, environmental conservation, stroke awareness, autism awareness, childhood asthma, parental involvement, and other issues.
Beyond this commitment, our networks also partner with a variety of civic and nonprofit organizations to further encourage the translation of on-screen messages into on-the-ground action. These organizations have included National Arbor Day Foundation, Nothing But Nets, Lustgarten Foundation, Environmental Protection Agency, American Red Cross, Partnership for a Drug Free America, Energy Star, Global Giving, Sierra Club, UNICEF, One Laptop Per Child, and Habitat for Humanity, among others.
Click on the logos below to learn more about how our networks leverage their unique missions and programming genres to make an impact with viewers:
Engaging in Exploration
Discovery Channel is the premier provider of real-world entertainment, offering a signature mix of compelling, high-end production values and vivid cinematography that consistently represent quality for viewers. For its award-winning PLANET EARTH series, which captured rarely seen moments in the lives of some of the world's rare and endangered species, Discovery Channel partnered with Nature Conservancy, an organization dedicated to leading the charge in preserving the stunning habitats in which these animals live. Nature Conservancy organized special viewings of PLANET EARTH and Discovery Channel aired awareness messages from Nature Conservancy during PLANET EARTH. Similar efforts are underway in conjunction with the 2010 debut of LIFE. Learn more about PLANET EARTH and visit Nature Conservancy.
Discovery Channel also partners with organizations including Oceana and The Pew Charitable Trust for its annual SHARK WEEK programming event. In conjunction and consultation with these organizations, Discovery Channel also airs PSAs and other online content regarding shark endangerment and conservation.
In 2010, TLC entered into a partnership with Feeding America to work together to make hunger history. With food and family an important focus for the network, a partnership with Feeding America and their quest to help 17 million families affected by domestic hunger each year was a natural fit. TLC's goal was to increase awareness, activate volunteerism and advocate for Feeding America's mission. As the "Official Media Partner of Feeding America," the network leveraged its media assets and utilized TLC Talent to make the message unique and memorable. By working with talent personally affected by hunger, it made the campaign relevant and genuine. TLC produced 2 PSAs, one featuring the Cake Boss and the other featuring Kate Gosselin and her 8 little ones. The PSAs promoted the partnership and Feeding America's mission. TLC and Feeding America cross-promoted on their websites and TLC created a micro-site to drive viewers to learn more about hunger in America and how to get involved.
Animal Planet has partnered with leading animal organizations through R.O.A.R (Reach Out. Act. Respond.) to inspire viewers to take action and be a voice for animals. The campaign aligns Animal Planet with a powerful roster of leading animal and environmental organizations which have included: The American Humane Association; The American Society for the Prevention of Cruelty to Animals (ASPCA); the American Veterinary Medical Association (AVMA); the Association of Zoos and Aquariums; Earthwatch Institute; EcoZone at South Shore Natural Science Center; The Humane Society of the United States (HSUS); the National Wildlife Federation (NWF); Petfinder.com Foundation; Roots & Shoots, a program of the Jane Goodall Institute; Wildlife Warriors and Villalobos Rescue Center. In April 2011, Animal Planet and GlobalGiving announced they are working together to increase fundraising opportunities for participants in R.O.A.R. This new partnership allows participating R.O.A.R. charities to raise additional funds online from consumers while also continuing to receive donations through the sale of Animal Planet's consumer products. From September-November, Animal Planet and Global Giving hosted an eight-week matching campaign (September 1-October 31) with participating R.O.A.R. charities, nearly $100,000 dollars were raised for these charities over the two months. A portion of Animal Planet's consumer product sales will award $100,000 in matching funds and prizes to R.O.A.R. charities.
In April 2011, Animal Planet and GlobalGiving announced they are working together to increase fundraising opportunities for participants in R.O.A.R. This new partnership allows participating R.O.A.R. charities to raise additional funds online from consumers while also continuing to receive donations through the sale of Animal Planet's consumer products. This coming September, Animal Planet and Global Giving will kick off an eight-week matching campaign (September 1-October 31) with participating R.O.A.R. charities. A portion of Animal Planet's consumer product sales will award $100,000 in matching funds and prizes to R.O.A.R. charities.
Animal Planet's multi-platform initiatives also includes Petfinder.com, the oldest and largest searchable directory of adoptable pets on the web. Petfinder's directory includes more than 13,000 animal shelters and adoption organizations across the U.S., Canada and Mexico, helping users search for local pets that fit their individual needs and preferences.
Science Channel is the only network devoted entirely to the wonders of science, including in-depth coverage of breaking and current science news. In November 2009, Discovery Communications announced that it was launching a multimedia, multi-year nationwide initiative called "Be the Future" in support of the White House's STEM priorities.
A cornerstone of "Be the Future" is Science Channel's launch of HEAD RUSH, commercial-free block of science programming, hosted by Kari Byron of MYTHBUSTERS fame, designed to inspire and excite kids about the wonders of science and show how science is a vital part of their everyday lives. HEAD RUSH airs Monday through Friday at 4 PM ET and Saturdays at 7 AM ET on Science Channel.
The network is also a lead media sponsor of the inaugural USA Science and Engineering Festival launching in October of 2010, which is dedicated to re-invigorating the interest of the nation’s youth in STEM. Also, through ongoing relationships with some of the world’s leading scientific organizations, including National Science Foundation, National Aeronautics and Space Administration and the National Oceanic and Atmospheric Administration, Science Channel retains premiere access to document some of the most important scientific advancements as they happen.
Investigation Discovery (ID) supports various initiatives promoted by the Department of Justice including Stalking Awareness Month each January. Paula Zahn, host and executive producer of Investigation Discovery's ON THE CASE WITH PAULA ZAHN, has moderated several events for the Department of Justice's campaigns over the years including delivering the keynote address to the National Institute of Justice's 2010 Annual Conference. Additionally, ID has produced a public service announcement promoting the National Teen Dating Abuse Hotline at 866-331-9474 and www.LoveIsRespect.org.
ID also partners with the National Center for Victims of Crime (NCVC) on a public affairs initiative highlighted by the production and release of PSAs related to helping victims of crime rebuild their lives, access supportive resources and understand their legal rights.
ID produces a rotation of bi-weekly PSA's for the National Center for Missing and Exploited Children (NCMEC). These PSA's feature two missing child cases every two weeks and often include age-progression renderings to help audiences visualize the child at their current age. In addition, ID features these cases in an online gallery at www.investigationdiscovery.com, and accompanies these cases with information about personal safety and links to our partner's resources.
As America's leading investigation network, ID provides in-depth documentaries and series that challenge viewers on the key issues shaping our culture and defining our world. ID's programming shines a light on important, overlooked aspects of our justice system and showcase compelling stories of mystery, intrigue and determination.
Planet Green is the center for a new conversation, speaking to people who want to understand how humans impact the planet and how to live a more environmentally sustainable lifestyle. Planet Green has partnerships with many of the world’s leading non-profit environmental organizations and advocacy groups, including Ashoka, Earth Pledge, Earthwatch Institute, Environmental Media Association (EMA), Global Green USA, Global Inheritance, National Wildlife Federation (NWF), Oceana, Ocean Conservancy and The Nature Conservancy. Planet Green works with these partners on a broad range of activities and initiatives including grassroots community outreach, public affairs and content creation.
The multi-platform Planet Green initiative also includes Treehugger.com, the leading eco-lifestyle website, dedicated to driving sustainability mainstream. Partial to a modern aesthetic, it strives to be a one-stop shop for green news, solutions, and product information, and features a blog, weekly and daily newsletters, video segments and a weekly radio show.
Military Channel brings viewers compelling, real-world stories of heroism, military strategy, technological breakthroughs and turning points in history to life. Military Channel and Military.com have joined forces to create Reconnect America, a nationwide program that makes it easy to show your support for the brave men and women of our Armed Forces. This site is dedicated to giving back to those who give it all, and we can join forces to say "thanks" in ways that matter most.
Military Channel has also teamed up with The American Legion - the country's largest veteran's service organization with about 2.5 million members worldwide - to honor troops who served in Iraq and Afghanistan, including three soldiers who never made it back home. A series of ten, one-minute vignettes, "American Heroes" includes the dramatic and poignant stories of those who fell in battle, suffered severe injuries, helped repair war-torn communities, or made it home to help other wounded warriors. Lou Diamond Phillips, host of Military Channel's AN OFFICER AND A MOVIE, is a champion for the men and women in uniform. This commitment is evident through him donating time to initiatives including taping a PSA directed specifically at veterans for Discovery Communications' Discover Your Skills program, as well as hosting events like poker tournaments for Wounded Warriors and their families through Military Channel's partner Operation Second Chance.
Inspiring Youth to Take Action to Change the World
As a cable television network focused on kids and their families, The Hub is committed to responsibly using its platform to share inspiring messages of hope and encouragement. To that end, a partnership with generationOn was undertaken to support the efforts to inspire, equip and mobilize youth to take action that can change the world and themselves through service. generationOn is helping youth develop into healthy, empowered, creative problem-solvers and global leaders with the message that you’re never too young to become an active community member.
As part of its partnership with generationOn, The Hub will televise public service announcements encouraging kids to make their mark on the world by discovering their individual power and potential to solve real world problems through service. The Hub will also communicate this message through relevant and appropriate programming, on its website, hubworld.com (where kids can log their hours of service and collect points), and through participation in a national event and call for a day of service.
The Hub is a multi-platform joint venture between Discovery Communications and Hasbro, Inc., with a goal of entertaining, enlightening, empowering and educating children and their families. The Hub lineup includes original animated and live-action series, specials and game shows, and the network extends its content through a robust and engaging online presence at www.hubworld.com.
Discovery Fit & Health
Discovery Fit & Health entertains viewers stories that chronicle the human experience. Viewers turn to Discovery Fit & Health for trusted information that helps them take better control of health and wellness issues. Discovery Fit & Health is proud to provide information to viewers about a variety of nonprofit partners including March of Dimes and the National Organization for Rare Disorders. Discovery Fit & Health is proud to join Autism Speaks on-air and online on Saturday, April 2 for the fourth annual Autism Awareness Day. Through award-winning Autism content, PSAs and online resource guides, Discovery Fit & Health is helping to shine a light on this disorder.
Discovery Fit & Health also features popular online and social media destinations, which are leveraged to provide awareness to consumers about a myriad of health and wellness organizations, which can be found at DiscoveryFitandHealth.com, facebook.com/DiscoveryHealth and twitter.com/disc_health.