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Channel Speaks Up for Wildlife

Animal Planet has joined forces with animal and environmental activist organizations to form R.O.A.R. (Reach Out, Act, Respond), a nonprofit national campaign to protect animals.

Participants include the American Humane Association, the American Society for the Prevention of Cruelty to Animals, the American Veterinary Medical Association, Earthwatch Institute, EcoZone, the Humane Society of the United States, the National Wildlife Federation, the Jane Goodall Institute's Roots & Shoots program, Wildlife Warriors and the World Wildlife Fund.

The campaign kicked off Oct. 18 with a fund-raising party in Los Angeles, hosted by Hal Sparks (Celebrity Duets, Showtime's Queer as Folk). The following day, Animal Planet began running R.O.A.R. campaign spots featuring Animal Planet personality Jeff Corwin, Dr. Jane Goodall, Animal Precinct's Annemarie Lucas and Emergency Vets doctors Holly Knor and Kevin Fitzgerald.

On Nov. 1, the network will host a “We ROAR” day, during which volunteers will help at the Washington Animal Rescue League or help to prepare a local wildlife habitat for winter through the National Wildlife Federation.

In the initial phase of R.O.A.R., Animal Planet will support the following animal causes: the importance of spaying/neutering pets; shelter adoption; cruelty prevention; animal healthcare; conservation; pet well-being; youth action for animals; and protection of endangered species.

“Through R.O.A.R, we can use the power of all of our media platforms and consumer touch-points to build a greater awareness of various animal causes that we hope can make a lasting and tangible impact on animals around the world,” said Animal Planet executive vice president and general manager Maureen Smith in a statement.

More information is available online (animal.discovery.com/roar).