WATCH: “PROTECT” campaign features dozens of celebrity animal friends

The International Fund for Animal Welfare is honoured to be affiliated with such talented actors and musicians who lend their celebrity to help our cause.

Launching today is our latest endeavour of brand awareness which was made possible through the efforts of one particular dedicated individual: actress, director and IFAW ambassador Joely Fisher.

Joely is a long-time, dedicated IFAW supporter; this actor and activist had been instrumental in a few of our celebrity-focused efforts, especially our global whale campaign by lobbying for stronger whale protection in Washington, DC and rallying celebrity support for our global, grassroots Tails for Whales initiative, calling for stronger whale conservation. I only met her a little over a year ago at the ivory crush in Denver, where she was a strong voice in helping us condemn the poaching crisis that day.

It was clear she wanted to help us even more by putting something together, perhaps a project that would be her own, an indelible mark for animal welfare. Little did I know that a few weeks later, the seed of an idea for a compelling PSA series would start taking shape, born of her passion, creativity and her own involvement in our campaigns.

Thus, the unique PROTECT campaign was born.

Joely and her husband, filmmaker Christopher Duddy, gathered more than two dozen other Hollywood stars during last year’s awards season to direct and produce five compelling PSAs discussing the plight of elephants, big cats and whales and the importance of educating future generations and supporting our cause.

The videos you see here, and soon to be seen around the country in a variety of markets from LA to Boston, are as good as they are because of her attention to detail, her perseverance, and ultimately her talents directing the many celebrities who took part in this.

There is a reason why actors and musicians come across so well in public service announcements. In addition to being immediately recognizable, they have such presence in front of the lens and microphone.

They speak eloquently. A stare, a smile, a hint of laughter punctuates a line. Their body language artfully reinforces a simple phrase. They know that in the second we’re rolling, they will communicate the gravitas of the matter.



IFAW ambassadors in the effort include Joely Fisher (‘Til Death), Amber Valletta (Revenge), Kristin Bauer van Straten (True Blood), Matt Sorum (Velvet Revolver/Guns N’ Roses), and Goran Visnjic (ER). Other celebrities include, Michelle Monaghan (True Detective), Blake Lewis (American Idol), Brian Austin Green (Desperate Housewives), Camryn Manheim (The Practice), Dean Norris (Breaking Bad), Denise Richards (Love Actually), , Josh Bowman (Revenge), Duff McKagan (Velvet Revolver/Guns N’ Roses), Ed Begley Jr. (Six Feet Under), Melissa Rivers (Fashion Police), Hudson Thames (Bride Wars), Kate Mara (House of Cards), Kenny Lattimore (GRAMMY-nominated recording artist), Kym Whitley (Curb Your Enthusiasm), Mark Feuerstein (Royal Pains), Marla Sokoloff (Full House), Nestor Serrano (Dexter), Nicole Sullivan (The King of Queens), Odette Annable (House), Tricia Leigh Fisher (‘Til Death) and William McNamara (Law & Order: SVU).

I am in awe at how wonderfully these PSAs reflect our mission, and I want to personally thank each and every individual who came together to make this happen.





Visit the PROTECT campaign page!

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Azzedine Downes,IFAW President and CEO
President and Chief Executive Officer
Céline Sissler-Bienvenu, Director, France and Francophone Africa
Director, France and Francophone Africa
Dr. Elsayed Ahmed Mohamed, Regional Director, Middle East and North Africa
Regional Director, Middle East and North Africa
Dr. Maria (Masha) N. Vorontsova, Senior Advisor to the IFAW Marine Conservation
Senior Advisor to the IFAW Marine Conservation Program
Faye Cuevas, Esq.
Senior Vice President
Grace Ge Gabriel, Regional Director, Asia
Regional Director, Asia
Executive Vice President
Executive Vice President
Matt Collis, Director, International Policy
Director, International Policy
Pauline Verheij, Program Manager, Wildlife Crime
Program Manager, Wildlife Crime
Rikkert Reijnen, Program Director, Wildlife Crime
Program Director, Wildlife Crime
Country Representative, Germany
Country Representative, Germany
Staci McLennan, Director, EU Office
Director, EU Office
Tania McCrea-Steele, Project Lead, Global Wildlife Cybercrime
Project Lead, Global Wildlife Cybercrime
Vivek Menon, Director of IFAW partner, Wildlife Trust of India
Consulting Senior Advisor to the CEO on Strategic Partnerships & Philanthropy