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, community activism, autism awareness, disaster relief, 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 Oceana, ASPCA, Lustgarten Foundation, NNEDV, American Red Cross, Partnership for a Drug Free America, Energy Star, Global Giving, Sierra Club, UNICEF, National Wildlife Federation, 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:
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.
In fall of 2013, Discovery made a splash with the men's health group MOVEMBER through a custom partnership that's sole purpose was to raise awareness for men's health. Discovery talent, employees and fans all teamed up to grow their mustaches throughout the month of November. With PSAs, social support and digital activation all month long, Discovery was 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 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. For a current list of R.O.A.R. partners visit our Partners page. In April 2011, Animal Planet and GlobalGiving announced they are working together 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. This year 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.
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.
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 in the summer of 2014 worked with USA WEEKEND to find two deserving communities to honor with a Fourth of July Celebration through their annual "Red, White and You" campaign which began in 2013. After reviewing more than 2,500 entries, judges chose Prescott, AZ, a town recovering from devastating wildfires, and Hamtramck, MI where they celebrated their first July Fourth in 30 years.
American Heroes Channel
American Heroes Channel (previously Military Channel) expands on Military Channel's promise to honor the great defenders of our freedom, while providing a rare glimpse into major events that shaped our world and the trailblazers and unexpected advocates who made a difference. Formerly, Military Channel and Military.com 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 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" include 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.
Discovery Life profiles ordinary people in extraordinary situations. Viewers turn to Discovery Life for an unfiltered look at real relationships. Discovery Life is proud to provide information to viewers about a variety of partners including Shape magazine. Discovery Life is proud to join Autism Speaks on-air and online on April 2 for the annual Autism Awareness Day. Through award-winning Autism content, PSAs and online resource guides, Discovery Lofe is helping to shine a light on this disorder.
Discovery Life 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 DiscoveryLife.com, facebook.com/DiscoveryLife and twitter.com/disclifechannel.