beth stewart creates
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PROJECT C.A.T.

I led the brand team to create the largest corporate social responsibility initiative in Discovery’s history. Project C.A.T. – Conserving Acres for Tigers – is a partnership between Discovery and WWF to raise awareness and funds to protect wild tigers and their habitat. Since its launch in 2016, Project C.A.T. has engaged over 1 billion people, generated 500M+ press and social impressions, received donations from 82 countries and most importantly, the tiger population has doubled within the protected sites.

Global :60 PSA featuring Freida Pinto as the voice of the tiger

 

Global Tiger Day Key Art

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Global Tiger Day Social Video 

World Wildlife Day Social Video 

 
 

Social Content

Vanity Fair Gatefold Campaign Launch Ad

Project C.A.T. Partnership Social Video

Instagram copy: Discovery is excited to partner with @sonnyartist to inspire action to protect wild tigers. 10% of the proceeds from Sonny’s epic #ToTheBoneProject exhibition will go to #ProjectCAT to support wild tiger conservation. Find out more about our work to double wild tiger numbers at projectcat.discovery.com.

Mother's Day Instagram Story and Social Posts

Global Tiger Day Pushed Email

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Project C.A.T.’s collaboration with Pledgeling, our text-to-donate partner, has one of the company’s highest success rates converting U.S. viewers into donors. To date we have a 61% opt-in rate and over 10K active users from 48 states.

Project C.A.T.’s collaboration with Pledgeling, our text-to-donate partner, has one of the company’s highest success rates converting U.S. viewers into donors. To date we have a 61% opt-in rate and over 10K active users from 48 states.

Earth Day Social Post

Facebook copy: Wild tigers need vast amounts of land to thrive. That’s why Discovery’s #ProjectCAT is Conserving Acres for Tigers. Celebrate #EarthDay by texting TIGER to 707070 to help us protect more tiger turf. Find out more at projectcat.discove…

Facebook copy: Wild tigers need vast amounts of land to thrive. That’s why Discovery’s #ProjectCAT is Conserving Acres for Tigers. Celebrate #EarthDay by texting TIGER to 707070 to help us protect more tiger turf. Find out more at projectcat.discovery.com.