Full-scale Expansion of Endangered Species Protection Campaign
Screening of the Monarch Butterfly, Whose Population Has Plummeted Due to Abnormal Climate
Official Partner of US NBC's Nature Documentary
Campaign Launched Last Year with the New York Yankees
On the 18th (local time), LG Electronics announced on the 23rd that it unveiled the video "Monarch Butterfly" episode of "The LG Endangered Species Series" campaign on the Times Square billboard in New York, USA. This is the fifth screening following last year's presentations of the snow leopard (April), bald eagle (July), sea lion (September), and red wolf (December) at Times Square.
LG Electronics is screening a video themed on the endangered 'Monarch Butterfly' in Times Square, USA. Photo by LG Electronics
This video shows the monarch butterfly, whose habitat is threatened by abnormal climate conditions, raising awareness of the severity of environmental destruction. The monarch butterfly is a large butterfly that inhabits areas from southern Canada to Mexico. Its population is decreasing due to the effects of global warming.
LG Electronics plans to further expand its endangered species protection campaign this year. First, it will participate as an official partner in the nature documentary series "The Americas," produced by the US local broadcaster NBC. "The Americas" is the most expensive nature documentary project in history, focusing on endangered animals in North and South America. World-renowned actor Tom Hanks narrates, and world-famous composer Hans Zimmer serves as the music director.
Additionally, starting with the monarch butterfly, LG Electronics will sequentially showcase endangered species featured in the documentary series in 3D on the Times Square billboard. Furthermore, LG and NBC will jointly hold the Wonderbox contest, inviting US college students to digitally reinterpret the endangered species appearing in the documentary. Winners will receive scholarships of up to $25,000 and have their works displayed on the Times Square billboard. LG Electronics has been consistently holding the Wonderbox contest annually since 2022.
To expand community participation, in July last year, LG Electronics collaborated with the prestigious US professional baseball team, the New York Yankees, to expand the endangered species protection campaign. Visitors to the team's home stadium, Yankee Stadium, who donate to the restoration and research of endangered species' wild habitats receive animal dolls and adoption certificates as part of a charity event. The donations raised at the event are delivered to the National Wildlife Federation in the US to be used for tree-planting activities.
Jung Kyu-hwang, Vice President and Head of LG Electronics' North America region, said, "We will continue to combine technology and creativity to raise awareness of the seriousness of climate change and the importance of preserving endangered species, and work together to protect the environment for future generations."
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