LG Electronics said on the 2nd that it recently unveiled the eighth video in its "The LG Endangered Species Series," titled "Brown bear," on the Times Square billboards in New York. The campaign brings the beautiful, dynamic appearances of animals endangered by climate change to the Times Square billboards to highlight the importance of biodiversity and raise awareness of carbon emissions and global warming.
The video uses 3D to show the "brown bear (Grizzly Bear)," whose habitat is threatened by extreme weather, underscoring the seriousness of environmental destruction. Known worldwide as the bear popularized by "Paddington," a beloved British character, the brown bear is declining in number due to climate change, habitat loss from development, and indiscriminate hunting.
Earlier this year in Feb., Apr., and Jul., LG Electronics released installments on the monarch butterfly, the West Indian manatee, and the pygmy owl at Times Square. Last year it also screened endangered-species campaign videos on the snow leopard (Apr.), the bald eagle (Jul.), the sea lion (Sept.), and the red wolf (Dec.), promoting the importance of environmental protection.
In particular, starting this year, the company has been expanding its endangered-species protection campaign, including joining as an official partner for "The Americas," a nature documentary series produced by NBC in the United States. In addition, LG Electronics is running an online campaign with the National Wildlife Federation (NWF) in the United States to collect pledges to learn about endangered animals in local communities, encouraging more students to take greater interest in endangered species.
Meanwhile, under its ESG (environmental, social and governance) direction of "Better Life for All," LG Electronics operates the "LG Hope Screen," which plays public-interest videos from international organizations or NGOs on billboards it owns overseas, including in New York and London. Since 2011, over 15 years, LG Hope Screen has aired approximately 350 hours of public-interest content, including environmental protection, disaster relief, and the U.N. General Assembly.
Jeong Gyu-hwang, executive vice president and head of North America at LG Electronics, said, "We will continue to raise awareness of the severity of climate change and the importance of preserving biodiversity, and join efforts to protect the environment for future generations."