In honor of World Penguin Day (April 25), Original Penguin launched the second iteration of its Project #ShareConservation program with a video starring actor and comedian Lamorne Morris (The New Girl). Each time the video is liked or shared on Facebook, Original Penguin will donate $1 to the global conservation organization International Fund for Animal Welfare (IFAW) to help African penguins and other animals worldwide.
The Project #ShareConservation video, voiced by Morris, follows the story of a penguin on a quest to meet and woo the penguin of his dreams. The video is delivered with Morris talking like the penguin is entering a club and hitting on the available penguins – complete with twerking.
The video, while humorous, also addresses the natural and human threats that penguins face, which have contributed to the rapid decline in the numbers of African penguins and other coastal birds. Original Penguin and IFAW are working in collaboration with the Southern African Foundation for the Conservation of Coastal Birds (SANCCOB) to combat these threats. The goal is to raise awareness and funding to help protect African penguins and all wildlife.
“We’re thrilled to partner with IFAW to continue our Project #ShareConservation program to help save penguins and other wild animals,” said Kristin DiCunzolo, vice president of marketing and communications at Original Penguin. “We’re excited to offer Original Penguin customers a chance to contribute to the effort by donating, sharing the video and purchasing our limited-edition Project #ShareConservation products.”
Consumers can contribute to Project #ShareConservation efforts by sharing on social media. Each time the video is shared on Facebook, Original Penguin donates $1 to IFAW. The brand also launched a custom #ShareConservation Snapchat filter that is available at all of its US retail locations. They can also visit an Original Penguin retail store (or online) to purchase an environmentally friendly, limited-edition tote and collaborative Pete the Penguin Pintrill Pin. Or they can donate through CrowdRise.
Last year, Original Penguin created Project #ShareConservation to raise awareness and funds for the African Penguin. This year, the brand expanded those efforts by working with IFAW to continue its commitment to protecting wildlife around the world.