San Diego Zoo Wildlife Alliance (SDZWA) introduced a new public service announcement (PSA) campaign, titled “You Can’t Replace Wildlife Once It’s Gone.” Created by Goodby Silverstein & Partners (GS&P), this campaign puts a lighthearted spin on a serious conservation issue—the loss of wildlife and biodiversity.
The fully integrated campaign across television, radio, print, and outdoor advertising features a cast of sheep demonstrating the potential reality of a world without wildlife. The debut film depicts endangered wildlife across several locations. The twist? The endangered lions, giraffes, rhinos, and penguins are actually sheep imposters. The closing message of the ad is that “you can’t replace wildlife once it’s gone.” Viewers are invited to participate in protecting the future of wildlife by joining San Diego Zoo Wildlife Alliance or by visiting the San Diego Zoo and the San Diego Zoo Safari Park.
“By projecting conservation optimism in this new PSA campaign—encouraging people to join existing conservation efforts already underway—it makes what can often be an overwhelming concept become more accessible to our audiences,” said David Miller, chief marketing officer at San Diego Zoo Wildlife Alliance. “We are working toward meeting the urgent needs of wildlife today and are thrilled to introduce this campaign—and to invite allies from anywhere in the world to join us in our conservation mission.”
This campaign highlights the international conservation efforts of San Diego Zoo Wildlife Alliance, which works to save, protect and care for wildlife around the world. SDZWA, which has “two front doors” at the San Diego Zoo and San Diego Zoo Safari Park, leverages its 105 years of wildlife conservation and care expertise alongside its collaborative partnerships to advance community-led conservation efforts worldwide.
While working with San Diego Zoo Wildlife Alliance to create this PSA campaign, the team saw firsthand how they leverage hope, connection and inspiration to connect with millions of wildlife allies, who visit their wildlife parks in Southern California and through various digital properties,” said Jeff Goodby, GS&P co-chairman. “As such, we wanted to delight viewers and inspire them to help San Diego Zoo Wildlife Alliance with their important mission of creating a world where all life thrives.”
The sheep imposters star in the out-of-home advertising running in Southern California. Classic nature documentary-style narration describes a world where sheep are the only animals left, while radio spots put a fresh take on the famous lyrics of “The Lion Sleeps Tonight.”
The goal of the campaign, which is expected to air in 20 of the top 25 DMAs nationwide—including New York, Los Angeles, Chicago, and San Francisco—in the next year, is to turn audience members into SDZWA allies for wildlife, helping support solutions to the greatest conservation challenges of our lifetime. Help save the world’s wildlife and join San Diego
Zoo Wildlife Alliance by becoming a member, by donating to support the mission at sdzwa.org, or by visiting the world-famous San Diego Zoo and the San Diego Zoo Safari Park.
SAN DIEGO ZOO WILDLIFE ALLIANCE
CEO: Paul Baribault
COO: Shawn Dixon
CMO: David Miller
Marketing Director: Debra Erickson
Associate Director, Marketing: Damien Lasater
CREATIVE AGENCY - GS&P
Chief Creative Officer: Margaret Johnson
Creative Director: Caroline Cappelli
Creative Director: Ryan Tovani
Art Director: Thomas Gledhill
Copywriter: Lennie Galloway
Account Director: Cassi Norman
Account Manager: Casey O’Brien
Account Manager: Nikki Hendriks
Assistant Account Manager: Elizabeth Markovic
Co-Director of Production: Leila Gage and Margaret Brett-Kearns
Senior Broadcast Producer: Alexei van Mourik
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Anna Lorrie Diokno
Company Name: Butter Sound + Music
EP: Annick Mayer
Sr. Producer: Stone Irr
ECD: Tim K