TV & Radio Public Service Announcements
U.S. Fish & Wildlife Service:
Creating Ongoing Awareness of
A Centennial of Conservation
Background
The U.S. Fish and Wildlife Service, National Wildlife Refuge System celebrates its centennial anniversary on March 14, 2003. The anniversary commemorates President Theodore Roosevelt's founding of America's first wildlife refuge. Both the U.S. Fish and Wildlife Service and JDG Communications agreed that TV and radio public service announcements (PSAs) are an essential component to achieving the level of public awareness desired.
JDG's Solution
The JDG Communications team recommended that the best way to engage the American people in celebrating the centennial of President Roosevelt's accomplishments would be through significant public recognition by President George W. Bush.
The JDG Communications team drafted scripts and created visual storyboards to convey the concept to our clients, who in turn presented it to the White House. Convinced by the strength of the approach and the importance of the messages presented, the White House agreed to participate.
President George W. Bush's 2003 National Wildlife Refuge System message calls attention to the need for the American people to become engaged with the Federal government's only body of lands specifically dedicated to the conservation and preservation of America's wildlife and wild places.
JDG co-produced an additional television PSA featuring well-known television personality Jack Hanna, who is also an appointee to the President's Centennial Commission. To round out the campaign and maximize appeal to the widest possible audiences, regional Fish and Wildlife offices produced television PSAs featuring famed NASCAR driver Ward Burton and Don Henley of the internationally-known rock band "The Eagles." All PSAs are currently being distributed nationally and will begin airing in February 2003.
Click here to watch the PSAs.
