“The Smithsonian Conservation Biology Institute and National Zoo announced today (4/22), Earth Day, the launch of the Endangered Song Project, an analog-meets-digital awareness campaign that calls upon 400 participants to use their social media strength to spread the message that there are only 400 Sumatran tigers left in the wild.
The National Zoo partnered with Atlantic Records’ indie rock band Portugal. The Man to distribute a previously unreleased song titled “Sumatran Tiger.” The song was lathe-cut onto 400 custom polycarbonate records designed to degrade after a certain amount of plays. With no other copies in existence, the 400 participants are tasked with digitizing and sharing the song through their social channels with the hashtag #EndangeredSong. “Breeding” the song socially will help save it from extinction, thus raising awareness about the critically endangered Sumatran tigers and need for conservation efforts.
Created in collaboration with pro-bono services from DDB New York, an Omnicom Group, the campaign will be supported through a dedicated website, www.endangeredsong.si.edu. The site also features a real-time update of all the social conversations surrounding the project, more about the initiative and how people can help perpetuate the song.
The list of the 400 participants involved in the Endangered Song Project includes a wide range of music artists, noted bloggers, wildlife conservationists and other social media influencers who were asked to share the song, spread the message and help ignite change.