THE LORAX x JANE GOODALL:
Dr. Seuss Enterprises + The Jane Goodall Institute USA Partner on a campaign that speaks for wildlife and the tree environments they live in
Dr. Seuss Enterprises and The Jane Goodall Institute are collaborating on a campaign timed for Earth Day to raise awareness of forest restoration and wildlife protection. The campaign features a national out-of-home and digital out-of-home campaign, along with digital advertising that pairs The Lorax with the late, iconic Dr. Jane Goodall in a picturesque forest setting. We will see the duo paired together at major landmarks such as New York’s Times Square and The Grove in Los Angeles. The campaign will also feature a social media component encouraging Lorax fans to utilize a mustache filter on their photos. For each photo utilizing the filter with a dedicated hashtag, Dr. Seuss Enterprises will donate $1 to the Jane Goodall Institute USA so that they can continue to speak for the trees, as well as chimpanzees and all wildlife that depend on forests for their survival.
The campaign kicks off on 4/19 and will run through early May.
Details about the campaign:
- The campaign will include both digital and traditional billboards in major markets and iconic locations:
- New York City: Times Square
- Los Angeles: The Reef, LA Freeway, Sunset Strip, Hollywood & Roosevelt, The Grove
- Digital and social media ad buys featuring the creative in the above links.
- Social media campaign that encourages fans to utilize a Lorax-themed mustache filter to help raise funds for the Jane Goodall Institute USA. For each mustache filter utilized, Dr. Seuss Enterprises will donate $1 to the Jane Goodall Institute USA.
- The campaign will also feature paid and earned influencers as well as press outreach.
Christian Carrillo, Senior Brand Manager, Dr. Seuss Enterprises:
“The Lorax has always reminded us that ‘unless someone like you cares a whole awful lot, nothing is going to get better.’ Our partnership with the Jane Goodall Institute builds on that belief, connecting storytelling with hands‑on conservation efforts that empower communities and inspire the next generation of environmental champions.”
Anna Rathmann, Executive Director, Jane Goodall Institute USA:
“Dr. Jane Goodall got her start in the forests of Tanzania, and went on to become a voice, not just for the chimpanzees she famously studied, but for all life in the forest. At the Jane Goodall Institute, we loved the concept of Jane revisiting the forest with the Lorax at her side, underscoring that we are all part of the natural world and have a responsibility to protect it. We want this iconic collaboration to spark action, because when we care and work together, as Jane and the Lorax teach us, we make a big difference.”
Creative Credits:
Creative Development: Dr. Seuss Enterprises and COUNSEL
Social Media: COUNSEL
Media Buy: DKC Analytics
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