Sierra Club
Sierra Club Press Release

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FOR IMMEDIATE RELEASE:
March 2, 2012

Sierra Club: Virginia Cramer: 804-225-9113 x102, Virginia.Cramer@sierraclub.org
Discovery: Laurie Goldberg, 310-975-1631, Laurie_Goldberg@discovery.com  
Natural Resources Defense Council: Jenny Powers, 212-727-4566, jpowers@nrdc.org
The Nature Conservancy: Blythe Thomas, 703-841-8782, bthomas@tnc.org


Discovery Channel Teams with Key Environmental Organizations on Groundbreaking Natural History Series 'Frozen Planet'

Natural Resources Defense Council, The Nature Conservancy, Sierra Club to Host Screenings and Use Power of Social Media to Celebrate Ultimate Portrait of Earth's Polar Regions

Discovery's 'Check in and Give' Campaign to Raise Funds for Partner Organizations

Silver Spring, Md. -- As Discovery Channel prepares to launch its latest groundbreaking natural history series FROZEN PLANET, premiering Sunday, March 18th at 8PM E/P, the network is joining forces with three key environmental organizations with a long history of advocating for our planet: Natural Resources Defense Council, one of the nation's most effective environmental action groups which combines grassroots power with their courtroom expertise to effect change, The Nature Conservancy, a leading conservation organization working to conserve the lands and waters on which life depends, and Sierra Club, an influential grassroots organization working to protect communities, wild places and the planet itself. The organizations will work to spread the word about our polar regions and the diversity of the life that inhabits them -- as seen in FROZEN PLANET -- and their need for protection.

Using the series as a tool to bring attention to the poles and the effect climate change has had on them, the organizations are planning various activities around the FROZEN PLANET premiere including: hosting sneak peek screenings for their members, where attendees will see the premiere episode Ends of the Earth before it's U.S. debut; engagement on Facebook, Twitter, GetGlue and other social media platforms; letter writing campaigns and other grassroots efforts to ensure our polar regions are protected for generations to come.  Discovery Channel will also air a Public Service Announcement for The Nature Conservancy during the premiere on March 18th. And in the week following the premiere, series producers and experts from each organization will take part in a live online chat answering questions about the series as well as the wildlife featured in it.

Additionally, Discovery has joined forces with social TV leader GetGlue on a first-of-its-kind "Check in and Give" campaign. FROZEN PLANET viewers who check into the series during Sunday premiers will unlock exclusive online stickers and help Discovery Channel's nonprofit partners. Discovery will donate $1 for every sticker unlocked, up to $30,000, to be split evenly among the three organizations.

A Discovery Channel/BBC co-production four years in the making, FROZEN PLANET will provide the ultimate portrait of our earth's polar regions, where the scale and beauty of the scenery and sheer power of the natural elements are unlike anywhere else on the planet. Ambitious and epic in scale, FROZEN PLANET will reveal an astonishing world filled with more creatures, variety, color and spectacle than ever imagined – including the birth of an iceberg bigger than the largest building on earth, a caterpillar with antifreeze in its veins, the greatest concentration of sea birds on the planet and tiny baby polar bears, who at birth are 25% smaller than human babies. Never-before-filmed sequences will include the growth of a saltwater icicle (brinicle) that freezes everything it touches and orca whales working as a team to create killer waves that wash seals off ice floes.

For behind-the-scenes perspectives directly from the FROZEN PLANET crew, and to relive the best moments from the series, the official FROZEN PLANET website will offer hours of video. Viewers will also be able to experience engaging interactives, breathtaking photo slideshows, the live 24-7 Penguin Cam and more leading up to and during the series' premieres. Additionally, fans are invited to follow FROZEN PLANET on Facebook and @Discovery on Twitter using the #FrozenPlanet hashtag, to join the conversation.


About Discovery Channel
Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement. The network, which is distributed to 100.8 million U.S. homes, can be seen in 210 countries and territories, offering a signature mix of compelling, high-end production values and vivid cinematography across genres including, science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations that shape and share our world. For more information, please visit www.discovery.com.

About Sierra Club
The Sierra Club is America’s largest and most influential grassroots environmental organization with more than 1.4 million members and supporters nationwide.  In addition to creating opportunities for people of all ages, levels and locations to have meaningful outdoor experiences, the Sierra Club works to safeguard the health of our communities, protect wildlife, and preserve our remaining wild places through grassroots activism, public education, lobbying and litigation. For more information, visit http://www.sierraclub.org.

About Natural Resources Defense Council
The Natural Resources Defense Council (NRDC) is an international nonprofit environmental organization with more than 1.3 million members and online activists. Since 1970, our lawyers, scientists, and other environmental specialists have worked to protect the world's natural resources, public health, and the environment. NRDC has offices in New York City, Washington, D.C., Los Angeles, San Francisco, Chicago, Livingston, Montana, and Beijing. Visit us at www.nrdc.org.

About The Nature Conservancy
The Nature Conservancy is a leading conservation organization working around the world to conserve the lands and waters on which all life depends. To date, the Conservancy and its more than one million members have helped protect 130 million acres worldwide. Visit The Nature Conservancy on the Web at http://www.nature.org/.


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Visit http://press.discovery.com/us/dsc/programs/frozen-planet/ for Filming Firsts, The Making of Frozen Planet and Spectacular Publicity Photography

Interviews are available with filmmakers and experts from Sierra Club, Natural Resources Defense Council, The Nature Conservancy.