ANIMAL PLANET
ISN'T THE TRUTH WILD?
Print | Partnership | Influencer Social Campaign
Animal Planet has been a staple in the public's understanding of wildlife for decades. However, their audience is dwindling among the younger generations, especially with the rise of easily-accessible, bite-sized content on social media. But as we know, not everything we see on social media is true, in fact real animals are usually more interesting than the stories we've been told or the snippets we see online. To accompany their new rebrand Animal Planet has decided to show this new generation how wild the truth can really be, by debunking old fables, tired stereotypes, and TikTok misinformation about your favorite animals all over the world.
DENVER ZOO
PARTNERSHIP
As an expansion of the "Isn't the Truth Wild?" campaign, Animal Planet will partner with zoos and conservatories across the United States, such as the Denver Zoo, to feature these prints alongside the scientific animal information posters at popular habitats.
This installation meets explorers where imagination and reality collide, as many zoo-goers are likely seeing these animals in-person for the first time. Now Animal Planet can be there to debunk stereotypes, old wives tales, and nursery rhymes while playfully inviting people to learn the truth about these animals in a more accessible and familiar format than effectively reading facts from a giant textbook.
SAFARI CAMP
SPONSORSHIP
The Denver Zoo hosts seasonal "Safari Camps" for grade-school children to learn more about animals. Safari Camps provide the perfect adventure for campers that have the drive and desire to discover an affection for animals. Camps feature animal experiences, zoo expeditions, engineering authentic solutions to real-world challenges, and hands-on, camper-driven exploration.
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With an Animal Planet sponsorship to help advertise, support and expand their Safari Camp program, kids in Denver can get in-person, hands-on experience with animals and the amazing truths about them in real time. Animal Planet can also offer free memberships or subscription discounts to Safari Camp goers to continue to learning after they leave camp.
This is a snapshot of the programming for Denver Zoo's upcoming Spring Safari Camp where they plan to debunk popular classic tales, which pairs perfectly with Animal Planet's print campaigns and overall messaging.
BRINGING TRUTH TO TIKTOK
These days, the fantastical stories we're being told about the world around us are NOT coming from fairy tales or story books, they're coming from social media, specifically platforms like TikTok. According to Variety, 44% of Gen Alpha reports using TikTok in 2024, an increase from previous years.
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So to combat online misinformation about the natural world, and better meet their new audience where they're at, Animal Planet will partner with the legendary Robert Irwin, Australian animal expert and son of the late-great Steve Irwin, to be their spokesperson. Robert already has 7.5 million TikTok followers (Plus 6M more on Instagram), international name recognition, and charming accent that makes listening & learning from him all the more fun.
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This influencer partnership would have Robert stitch popular TikToks or jump in on emerging trends from the Animal Planet account to help correct any misinformation and elaborate on interesting facts the public is missing.
THE MARVELOUS MOO DENG
Since a little hippo named Moo Deng was born in July of 2024, she's become an international sensation, particularly on TikTok, for her adorable yet incredibly sassy demeanor. When she's not napping, Moo Deng can be found chasing, biting, and reeking havoc on her caretakers. The Thailand zoo where she is housed has seen a massive increase of visitors since Moo Deng's viral rise to fame - going from around 800 visitors on weekdays to 4,000, and on weekends, even up to 10,000.
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Robert would stitch popular Moo Deng TikToks (or film his own from the Animal Planet & his personal account) to tell us more about baby Moo Deng, how she will grow, and why she's behaving the way she is (and no it's not just from being a famous toddler).
While Moo Deng's sassy little "love bites" may seem adorable now, once she grows up her bite could become deadly. An adult hippo bite is so powerful it could cut most animals, and humans, clean in half!
When it comes to bears in the wild, here's a simple rhyme to help you remember what to do: "If it's brown, lay down. If it's black, fight back." Meaning if you see a brown bear lay down and wait for it to leave!
THE MAN V.S. BEAR DEBATE
This year another popular TikTok trend emerged when women started asking themselves if they'd rather see a random man in the woods or a bear. This comes after years of the #MeToo movement and primarily aims to highlight how socially & statistically, human men are still some of the most dangerous predators for women in the world. As thousands of videos and hot takes poured in regarding this debate, we saw scientists, nature experts, and concerned fathers take to social media to explain the realistic dangers of seeing a bear out in the wild.
While this particular topic relates to heavier subject material, Robert could provide a more scientific and educational take by instructing people about the realistic dangers of bears, what to do if you see one, and how to protect yourself. And with more and more women "choosing the bear", we wouldn't want anybody to be underprepared should they meet one.
