Engaging and Enlightening with Mission-Driven Content and Strategic Partnerships
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 content that not only entertains and engages, but also enlightens, educates and inspires positive action.
We believe it’s our privilege and duty to make an impact both on and off the screen. For us, kindness in not a random act….it’s part of our DNA. Each of our networks partner with a variety of civic and nonprofit organizations to further advocate and encourage the translation of on-screen messages into on-the-ground activations.
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:
Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement. Offering a signature mix of compelling, high-end production value and vivid cinematography across diverse genres including science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations that shape and share our world.
For its annual SHARK WEEK programming event, Discovery partners with Oceana to help raise awareness for multiple platforms including shark conservation, anti-finning legislation and other causes dedicated to saving these magnificent animals. Oceana assists in creating watch parties among its members and fans around SHARK WEEK. In conjunction and consultation with these organizations, Discovery airs PSAs, hosts live chats, blogs and other online content regarding shark endangerment and conservation. Learn more about SHARK WEEK and visit Oceana.
A custom pair of shark-themed shoes highlights a partnership between SHARK WEEK and TOMS, with $5 of every pair sold going to Oceana and shark conservation. With the help of PSAs, social tools, and digital activation, the partnership creates buzz and awareness around shark conservation. By the end of the 2013 campaign, Discovery & TOMS had raised over $50,000. TOMS also implements their One-For-One campaign, donating a pair of shoes to a person in need for every pair of shark shoes sold.
Discovery also makes a splash every year by partnering with the men's health group MOVEMBER to raise awareness for men's health. Discovery talent, employees and fans all team up to grow their mustaches throughout the month of November. With PSAs, social support and digital activation all month long, Discovery is able to generate buzz and donate money to a worthwhile cause.
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 millions of 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 children. 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.
Continuing their partnership, in 2014 TLC teamed up with Feeding America to celebrate the TLC Season of Giving and get local communities involved in the fight against hunger. Viewers and on-air talent including Amy Roloff of Little People Big World, Lori Allen of Say Yes to the Dress: Atlanta, and Kate Stoltz of Return to Amish joined together to volunteer in local food banks in Chicago, IL, Washington D.C., Atlanta, GA, and Cleveland, OH. Viewers unable to join these local market events were invited to enter a sweepstakes to have TLC direct a $500 donation to support their local Feeding America food bank.
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 includes: 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 Foundation; The Jane Goodall Institute; WildAid, David Shephard Wildlife Foundation and Villalobos Rescue Center. For a current list of R.O.A.R. partners visit our Partners page. In April 2011, Animal Planet and GlobalGiving announced a partnership to increase fundraising opportunities for participants in R.O.A.R. This 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. In 2013 R.O.A.R. surpassed the $1-million mark in total donations, including matching funds, consumer donations and proceeds from the sale of Animal Planet consumer products. The 2014 matching campaign raised over $120,000 and awarded an additional $150,000 in matching funds and bonuses to participating R.O.A.R. charities.Visit GlobalGiving.org/ROAR to make a donation to the R.O.A.R. Fund or select partners.
Animal Planet and R.O.A.R. recently launched two new initiatives designed to further raise animal adoption awareness. Starting in September 2014 and in collaboration with the ASPCA, Animal Planet covered adoption fees for dogs and cats in Cleveland, OH, Austin, TX, and Miami, FL up to a $25,000 cap in each market through the "ROAR To Their Rescue" program. Building off of the success of ROAR To Their Rescue, Animal Planet also created "The Road To Puppy Bowl." By partnering with the the ASPCA and local shelters, the network is bringing adoption events to a number of cities, covering adoption fees at the events and helping more deserving animals find their forever homes. Road to Puppy Bowl has established Animal Planet as a key driver in promoting shelter adoptions leveraging the reach and success of the Puppy Bowl franchise.
Science Channel is home for the thought provocateur, the individual who is unafraid to ask the killer questions of “how” and “why not.” The network is a playground for those with audacious intellects and features programming willing to go beyond imagination to explore the unknown.
Science Channel joined Manufacturing Day in 2013 as their official media partner, and the popular series How It’s Made was named the official program partner. Manufacturing Day is a grassroots effort to drive public awareness of the American manufacturing industry and manufacturing careers. The following year, Science Channel announced How It’s Made Week, which was a special week-long television event aimed to further shine the national spotlight on the manufacturing industry. Science Channel also supports Manufacturing Day across its cable network and digital and social media platforms.
The network also embraces the maker movement by participating in both national and local Maker Faires and creating programming to inspire the inventors and innovators of tomorrow. One of Science Channel’s newest shows, All-American Makers, gives makers from across the country the opportunity to pitch their products to a panel of experts and a venture capitalist, with a chance at receiving a monetary investment to help bring their product to store shelves.
Investigation Discovery (ID) is committed to raising awareness for domestic violence, civil rights, bullying, victims’ rights and healing through their multi-platform public affairs campaign, Inspire a Difference. With the support of leading national nonprofit organizations such as the National Center for Victims of Crime (NCVC), the National Network to End Domestic Violence (NNEDV), and Safe Horizon, this initiative is designed to help inspire viewers to take action and make a difference in the lives of others and in their own communities. ID employs all of its promotional assets, including on-air PSAs and social and digital resources, hosts an annual awards ceremony to recognize women with similar missions to Inspire a Difference, and celebrates local heroes every month through their Everyday Hero program to further the mission of the Inspire a Difference program.
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.
Destination America celebrates the people, places, and stories of the United States. Through their partnership with the National Park Foundation, Destination America has helped to support and preserve America's national parks and programs. The network is also committed to giving back in times of need, and began a partnership in 2013 with USA WEEKEND to create the Red, White and You contest. In what has now become an annual event, Destination America launches a search every year for the two most deserving communities to receive a one-of-a-kind Fourth of July celebration. The 2014 contest garnered more than 2,500 entries, from which judges chose Prescott, AZ, a town recovering from devastating wildfires, and Hamtramck, MI, which had not celebrated a July 4th in more than 30 years. Both cities received celebrations that included thrilling rides, dazzling fireworks, musical performances, and appearances from Abel Gonzales of Destination America’s hit TV show, Deep Fried Masters.
American Heroes Channel
American Heroes Channel (AHC) provides a rare glimpse into major events that shaped our world, visionary leaders and unexpected heroes who made a difference, and the great defenders of our freedom. In the fall of 2014, AHC, in partnership with The National Military Family Association (NMFA), launched the “My Hero Is…” contest, providing an opportunity for viewers to nominate their own personal military hero and tell why they deserve the honor. First place winners were featured in an interstitial on AHC and were flown to New York City to take part on the NMFA float in the national Veterans Day parade. With the help of Discovery Education’s network of students and teachers, students were also invited to submit a video on behalf of their local school, and the school with the most entries received a Veterans Day assembly hosted by NMFA, AHC, and Discovery Education.
American Heroes Channel is also proud to partner with the Welles Remy Crowther Charitable Trust and its Red Bandana Project to create the Red Bandanna Hero Award, honoring bold men and women who have distinguished themselves by their courageous, selfless, and often life-saving actions. Red Bandana’s name was inspired by Welles Remy Crowther, also known as “The Man in the Red Bandana,” who saved as many as 12 people following the attacks on the World Trade Center on September 11, 2001. AHC will officially announce the award both on air and online and kick-off the award-entry process in 2015.
Discovery Life Channel
Discovery Life Channel profiles ordinary people in extraordinary situations, and viewers turn to the network for an unfiltered look at real relationships. Their programming as well as off-air efforts shed light on physical and emotional health issues that impact or touch all of our lives in some way. With the support of viewers and national non-profit organizations, the "Making Life Better" campaign is dedicated to bringing important issues to the forefront, including Mental Health Awareness, Inclusion & Equality and Health Screenings. The launch was marked by a partnership with GLAAD for their #GotYourBack campaign which empowers the LGBT community and their allies to speak out in support of acceptance.
Discovery Life is also proud to jpartner and collaborate with Shape Magazine on programming and content designed to drive the "Love the Shape of Your Life" campaign, encouraging women everywhere to embrace life's unexpected hurdles that have led them to where they are today. The partnership leverages each of the brand's strengths by featuring on-air, print, digital, and social extensions.
Furthermore, Discovery Life Channel partners with Bring Change 2 Mind (BC2M) each May for its annual Psych Week programming event to help end the stigma surrounding mental health. Discovery Life is also proud to join Autism Speaks on-air and online for the annual Autism Awareness Day. Through award-winning Autism content, PSAs and online resource guides, Discovery Life is helping to shine a light on this disorder.
With an obvious and natural tie to driving, Velocity has launched a multi-pronged effort entitled “Drive Smart” to advocate for safe driving, with a particular focus on eradicating the 3 “D’s” – drunk, drugged and distracted driving. Velocity has engaged talent and created a campaign and PSA that will drive viewers to the Drive Smart website and encourage them to take the “Safe Driving Pledge”. Velocity has teamed up with Mothers Against Drunk Driving (MADD) on the end drunk driving front and will push the pledge and message through MADD and their national events. They have also partnered with Toyota and Discovery Education to sponsor their Teen Driving challenge, which focuses on ending distracted driving amongst young drivers. Velocity will officially kickoff the Drive Smart website and pledge and its on-air spots on April 17th, including live on-air mentions of the effort during the Barrett-Jackson auctions.