Amphibian Ark Communications and Fundraising Plan

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Amphibian ArkCommunications and Fundraising Plan

• Raising Awareness, Generating Donations

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Overview

• Goals 2008 Year of the Frog
• Raise awareness and understanding
• Educate allaudiences
• Raise50-60 million

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Overview

• Assumptions 2008 Year of the Frog
• Likened to a political campaign
• Competition for mindshare
• Focus on simple messaging
• Impart a greater sense of urgency

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Overview

• Audiences 2008 Year of the Frog
• Key messages will be developed for specific
  targets, including
• Public, government, corporations, foundations,
  philanthropists, zoo and aquarium organizations,
  educators, media
• All audiences are connected in a global effort to
  halt the rapid extinction of amphibians

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Overview

• Measurement 2008 Year of the Frog
• Funds raised
• Message impact
• General public, national and international
• Corporations
• Philanthropists
• Educators

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Communications Plan
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Communications Plan

• Situation 2008 Year of the Frog
• IUCN/SSC CBSG, IUCN/SSC ASG, WAZA form Amphibian
  Ark
• Amphibian Ark is one portion of ACAP
• Amphibian Ark high profile, interest-generating,
  call-to-action platform for media, donors,
  general public, other stakeholders
• 2008 Year of the Frog global campaign is
  designed to generate international awareness,
  concern, and action

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Communications Plan

• Situation 2008 Year of the Frog
• Amphibian Ark becomes intuitive choice for
  companies, organizations, individuals, others to
  support global response to amphibian crisis
• Comprehensive, creative, and strategic media
  relations, communications, special events,
  third-party experts, and celebrity ambassadors
  fuel awareness and action
• Amphibian Ark communications raise awareness of
  amphibian threat globally cut through media
  clutter, unite audiences, educate and empower
  general public
• Program drives participation in local education
  and promotional programs and events

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Communications Plan

• Execution 2008 Year of the Frog
• Communications and fundraising efforts will be
  executed at multiple levels global, regional,
  local -- each designed to include media
  relations, education, political outreach, events,
  and stakeholder communications
• Because of the complexity of all parties
  involved, its critical that strong communication
  is maintained by all associations

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Communications Plan

• Global Execution 2008 Year of the Frog
• Communications plan implemented on a global
  basis, involving international, regional, and
  national zoo and aquarium associations
• Official launch of Year of the Frog and other
  events (Kiss a Frog Day, International Day of the
  Frog, Wearing of the Green) are global awareness
  platforms they also represent opportunities for
  corporate partners to develop impactful marketing
  programs to engage the public
• Major global Amphibian Ark corporate and
  philanthropic sponsors will be sought to generate
  the US50-60 million needed to support the
  efforts of Amphibian Ark

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Communications Plan

• Regional Execution 2008 Year of the Frog
• Regional associations such as AZA, EAZA, and
  others will execute amphibian awareness programs
  customized to their regions
• To further the reach of international efforts,
  associations will execute fundraising efforts to
  implement their regional programs as well as to
  support the work of Amphibian Ark

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Communications Plan

• Individual Institution Execution 2008 Year of
  the Frog
• Individual participating institutions, under the
  guidance of their regional associations, will
  execute local programs, events, and activities,
  whether hosting a container or providing
  educational information to visitors
• It is anticipated that individual institutions
  may execute their own fundraising to support
  Amphibian Ark

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Communications Plan

• Communications Tools
• Research
• Message Development
• Media Training
• Ambassadors, Advocates, Spokespeople
• Materials Development
• Media Relations
• Educational Outreach
• Digital/Grassroots
• Special Programming
• Sustainable Communications

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Global Media Outreach
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Communications Plan

• Key Messages 2008 Year of the Frog
• Connection Between Man and Nature
• Nature is a place to renew the spirit and refresh
  emotional and mental health
• The beauty and resources of the natural world are
  international treasures, defining our character
  and heritage
• The variety of biodiversity is essential and
  inspirational for human existence
• Connection to nature enriches our lives and
  inspires choices for future generations

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Communications Plan

• Key Messages 2008 Year of the Frog
• Mans Effect On Nature
• All life on Earth exists with interdependent
  relationships between living things and their
  environments. Healthy environment sustains life
  for humans and animals
• Humans are responsible for dramatic changes to
  nature at an unprecedented rate in Earths
  history population growth, increased consumption
  of resources, global warming, habitat
  destruction, overuse of individual species, and
  more
• Humans have the responsibility to care for the
  Earth and leave a healthy environment for future
  generations
• Humans must often intervene to save wildlife

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Communications Plan

• Key Messages 2008 Year of the Frog
• Frogs Matter
• Amphibians are a critical part of a healthy
  natural world
• Frogs play an important role in the food web as
  predator and prey
• Amphibians eat pest insects, benefiting
  successful agriculture around the world and
  minimizing the spread of diseases, including
  malaria
• The skin of amphibians has substances that
  protect them from some microbes and viruses,
  offering possible medical cures for a variety of
  human diseases, including AIDS
• Amphibians are natures canaries in the coal
  mine they are among the first species to be
  affected by environmental stressors
• When amphibians show a decline, it serves as a
  warning to other species, including humans

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Communications Plan

• Key Messages 2008 Year of the Frog
• The Problem
• After thriving for more than 360 million years,
  nearly one half of the 6,000 amphibian species
  could disappear in the near future
• Earth isfacing thesingle largestmass
  extinctionsince thedisappearanceof
  thedinosaurs

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Communications Plan

• Key Messages 2008 Year of the Frog
• The Reason
• Amphibians are severely affected by habitat loss,
  climate change, pollution and pesticides,
  introduced species, and over-collection for food
  and pets
• However, the most immediate threat is a parasitic
  fungus called amphibian chytrid, a disease that
  is deadly to hundreds of amphibian species, is
  unstoppable and untreatable in the wild, and can
  kill 80 percent of native amphibians within
  months
• Since the 1930s, African clawed frogs (likely
  resistant carriers of the fungus) have been
  shipped around the world, spreading the disease
  across the globe
• Amphibian chytrid may be exacerbated by climate
  change

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Communications Plan

• Key Messages 2008 Year of the Frog
• The Solution ACAP and Amphibian Ark
• Amphibian Ark is a program coordinated by CBSG,
  ASG, and WAZA and is supported by a worldwide
  network of zoos and aquariums as a critical part
  of the emergency response component of the ACAP
• Amphibian Ark will rescue priority endangered
  species that cannot be saved in nature and place
  them in protective custody in dedicated
  biosecure facilities at zoos, aquariums, and
  other institutions for safekeeping and breeding,
  helping to ensure their long-term survival
• The hope is that these rescued amphibians can be
  released back into the wild when chytrid fungus
  and other threats have been controlled
• Plan requires US50-60 million in funding.

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Communications Plan

• Key Messages 2008 Year of the Frog
• The Plan 2008 Year of the Frog
• Organizations supporting Amphibian Ark will lead
  the global public awareness campaign to
• Raise awareness among governments, world media,
  educators, and the general public
• Raise funds through corporate sponsorship,
  philanthropy, public and government involvement
  to cover costs for species collection and
  transportation, biosecure containment facilities,
  operating expenses, staff and training,
  educational workshops, and awareness campaigns
• Further establish IUCN and the zoo and aquarium
  community as leaders in global conservation.

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Communications Plan

• Key Messages 2008 Year of the Frog
• The Bigger Purpose
• The Year of the Frog will serve as an example
  to teach the world how to boldly and confidently
  face our planets biggest environmental
  challenges
• People will be invited to participate in the
  Amphibian Ark initiative by getting engaged as
  volunteers, spreading the word, making donations,
  and influencing governments
• We will learn that, by working together, we can
  deal with environmental crises and confidently
  face other environmental challenges

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Communications Plan

• Global Events 2008 Year of the Frog
• (November/December 2007) Leap of Faith
• Use the holiday gift-giving period to educate the
  public about Amphibian Ark ask people to take a
  leap of faith by making donations
• Partner with major shopping mall developer and/or
  international and national retailers
• Create Hop Till You Drop events with a portion
  of proceeds to benefit Amphibian Ark
• Promote idea of holiday gifting to Amphibian Ark
  (individual or corporate donations) in lieu of
  traditional gifting
• Execution as time permits repeat campaign for
  holiday 2008

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Communications Plan

• Global Events 2008 Year of the Frog
• (December 2007) Year of the Frog Official
  Launch
• Official Amphibian Ark Year of the Frog global
  launch on New Years Eve
• Create (or tie into) multiple high profile events
  around the world on New Years Eve to ensure
  media exposure and buzz
• Identify iconic New Years Eve events in 10-20
  cities (Times Square in New York, Sydney Harbor
  in Sydney, Newmarket Square in Amsterdam, London
  Eye in London, etc.)
• Amphibian Ark ambassadors at each event (Kermit
  in NYC, Sir David Attenborough in London, Terri
  and Bindi Irwin in Sydney, etc.)
• Create and place global PSAs featuring Kermit and
  Attenborough

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Communications Plan

• Global Events 2008 Year of the Frog
• (February 14, 2008) Kiss a Frog Day
• Secure famous princesses (Princess Caroline,
  Crown Princess Victoria) to kiss a frog (model or
  stuffed), signifying support of Amphibian Ark and
  challenging the public to participate in local
  events
• Create similar frog kissing events at zoos,
  aquariums, botanical gardens, and science centers
  worldwide

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Communications Plan

• Global Events 2008 Year of the Frog
• (February 29) International Day of the Frog
• Leverage leap day to stage multiple amphibian
  rescues for media and educational programs
• Invite select media to accompany rescue teams
• Have involved scientists participating in rescues
  do live interviews for broadcast and education
• Secure official recognition of International Day
  of the Frog by the United Nations

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Communications Plan

• Global Events 2008 Year of the Frog
• (February/March/July) Frog Fashion Week
• Leverage eco-friendly designer to support
  Amphibian Ark
• Identify design (e.g. Stella McCartney) to create
  an Amphibian Ark t-shirt, scarf, tie, or cap to
  unveil at Fashion Week in NYC (February), and
  show at Fashion Weeks in Los Angeles (March) and
  Berlin (July)
• Items to be sold at retail and at
  www.amphibianark.org to benefit Amphibian Ark

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Communications Plan

• Global Events 2008 Year of the Frog
• (March 17, 2008) Wearing of the Green
• Use worldwide St. Patricks Day activities as
  platform to wear green in celebration and support
  of frogs and other amphibians
• Create Amphibian Ark floats to appear in major
  St. Patricks Day parades around the globe
  (Boston, NYC, Chicago, Toronto, Dublin, Oslo,
  etc.)
• Sell Amphibian Ark t-shirts from Frog Fashion
  Week to wear on St. Patricks Day

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Communications Plan

• Global Events 2008 Year of the Frog
• (June/July 2008) Jump for Frogs
• Partner with Olympic track and field long jumpers
  and hurdlers to promote Amphibian Ark
• Invite Olympic track and field jumpers and
  hurdlers to wear an Amphibian Ark cap, shirt,
  etc.

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Communications Plan

• Global Events 2008 Year of the Frog
• (Sept/Oct/Nov 2008) Amphibian Art
• Develop a high-profile, worldwide art program to
  build and sustain awareness of Amphibian Ark and
  to provide a media hook for discussion of
  progress/challenges
• Sponsor an art competition requesting amphibian
  art (paintings or sculptures), with winning
  entries placed in high visibility locations in
  major cities around the world
• Identify a well known artist interested in
  conservation to sponsor and support the program

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Communications Plan

• Global Events 2008 Year of the Frog
• (November/December 2008) Leap of Faith
• Close the year with a larger version of 2007s
  Leap of Faith holiday campaign
• Spread message about 2008 successes
• Share need for ongoing support beyond 2008

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Communications Plan

• Additional Programs 2008 Year of the Frog
• International Amphibian Photo Contest
• Request submission of photos taken at zoos,
  aquariums, in the wild, or in backyards
• Create categories for amateurs and professionals
• Photos uploaded to www.amphibianark.org
• Winning photos displayed at participating
  institutions
• Contest could be sponsored by a company like
  Kodak or Canon

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Communications Plan

• Additional Programs 2008 Year of the Frog
• The Princess and The Frog Disney Movie
• To be released in 2009
• Tie-ins could include Amphibian Ark messaging and
  logos on movie posters and ads
• Use the stars voicing the movie to create
  Amphibian Ark testimonials to run before and
  after the movie
• Create a cause marketing tie-in with the DVD
  release of the movie, winning on-package exposure
  and a portion of the sale price for Amphibian Ark

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Communications Plan

• Cause Marketing 2008 Year of the Frog
• Potential Merchandise Tie-Ins
• Parker Brothers/Hasbro Frogopoly themed
  Monopoly game
• Pepperidge Farm Frog cracker version of Goldfish
  crackers
• Gund Amphibian Ark stuffed frog
• Webkinz Amphibian Ark Webkinz with activities at
  www.webkinz.com
• ATT Frog ring tones and cell phone skins
• Hallmark Cards Series of frog-themed cards
• Harper Brothers Special edition release of Frog
  and Toad childrens books by Arnold Lobel with
  Amphibian Ark forward

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Fundraising Plan
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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Objective
• Raise50-60million tosupportAmphibianArk

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Key Targets
• Corporate Partners
• Develop a tiered corporate sponsorship program
  and proposal packages, including pricing and
  benefits
• Identify a top-tier list of corporations that
  would be ideal sponsors, schedule meetings to
  solicit funding
• Philanthropic Funding
• Identify appropriate foundations interested in
  conservation and environmental causes
• Write and submit grant proposals

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Key Targets (continued)
• Government Funding (U.S.)
• Raise visibility of amphibian threat to key
  government decision-makers through lobbying and
  awareness campaigns
• Execute targeted media outreach inside the
  beltway
• Recruit champions within government as
  third-party voices
• Government Funding (International)
• Create template documents for outreach to other
  governments
• Identify top ten countries with ability to fund

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Key Targets (continued)
• General Public
• Provide regional associations and their member
  institutions with messages and graphics to use
  for donor solicitation
• Create tools for consumer participation in
  fundraising
• Collection boxes at Amphibian Ark displays
• Adopt a Species program for schools and
  individuals
• Personal pledge opportunities

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Potential Corporate Sponsorship Packages
• Noah (5.0M) Goal five (5) partners
• Status as presenting partner of Amphibian Ark
  category exclusivity logo and/or name in all
  collateral and on Web site on-site visibility at
  participating zoos, aquariums, etc. presenting
  sponsor for key Amphibian Ark events logo on
  Amphibian Ark mobile marketing tour tie-ins with
  educational programs use of Amphibian Ark logo
  internally and at retail right to activate
  programs in association with select Amphibian Ark
  events, e.g. Year of the Frog global launch,
  Kiss A Frog Day, International Day of the Frog,
  Amphibian Art competition, etc. VIP tickets to
  events inclusion in Amphibian Ark press
  conferences Amphibian Ark speaker for corporate
  events attendance at Amphibian Ark press
  conferences

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Corporate Sponsorship Packages, continued
• Frog (2.5M) Goal six (6) partners
• Status as an official sponsor category
  exclusivity logo on Amphibian Ark Web site,
  tie-ins with educational programs use of
  Amphibian Ark logo internally and at retail
  right to activate programs in association with
  select Amphibian Ark events, e.g. Year of the
  Frog global launch, Kiss A Frog Day,
  International Day of the Frog, Amphibian Art
  competition, etc. VIP tickets to events
  inclusion in Amphibian Ark press conferences
  Amphibian Ark speaker for corporate events
  attendance at Amphibian Ark press conferences

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Corporate Sponsorship Packages, continued
• Salamander (1.0M) Goal five (5) partners
• Status as a supporter of Amphibian Ark tie-ins
  with educational programs use of Amphibian Ark
  logo internally and at retail right to activate
  programs in association with select Amphibian Ark
  events, e.g. Year of the Frog global launch,
  Kiss A Frog Day, International Day of the Frog,
  Amphibian Art competition, etc.
• Caecilian (500K) Goal ten (10) partners
• Status as a supporter of Amphibian Ark tie-ins
  with educational programs use of Amphibian Ark
  logo internally and at retail

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Corporate Sponsorship Packages (continued)
• Promotional Partner (100K)
• Partners must be relevant and able to deliver
  media impressions and buzz
• Benefits to include right to execute cause
  marketing programs with a portion of retail
  proceeds (minimum of 100K) to benefit Amphibian
  Ark
• Media Partner (Minimum 500K trade or media
  value)
• Status as a patron and official media partner
  tie-ins with educational programs use of
  Amphibian Ark logo

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Sponsorship Revenue Goals
• 5 Noah _at_ 5M 25M
• 6 Frog _at_ 2.5M 15M
• 5 Salamander _at_ 1M 5M
• 10 Caecilian _at_ 500K 5M
• Total 50M
• Goals to be adjusted based on philanthropic and
  governmental contributions

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Fundraising Plan

• Amphibian Ark 2008 Year of the Frog
• Sponsor Candidates
• Targeting corporations that are ideal candidates
  for sponsorship of Amphibian Ark
• Customized proposals will be created for
  corporations with activation and cause marketing
  ideas suited to each company
• In some cases, in-kind donations of products
  needed to carry out the amphibian rescues may be
  part of the proposal

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Sponsorship Candidates(Partial List)
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Next Steps
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Next Steps

• Get involved by signing up to participate in
  Amphibian Ark
• Global InfoPack available on CD with global
  campaign information and details on how to get
  involved locally.
• Help us raise awareness and funding.
• Saving the worlds amphibians
• Our obligation as conservation leaders
• Our privilege as citizens of the world

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Fleishman-Hillard Capabilities
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Vision

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Our Mission Statement

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Results For Our Clients

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Practice Group Approach

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Practice Group Approach
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FH International Advisory Board

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• Author op-ed pieces
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FH International Advisory Board

• Anna Chennault
• Chairman of CIC, Inc., writer, lecturer,
  columnist in North America and Asia
• Newt Gingrich
• Former Speaker of the U.S. House of
  Representaitves, CEO of The Gingrich Group
• Shoichiro Irimajiri
• Former senior executive with Honda Motor Co. and
  Sega Enterprises, Ltd.
• Mickey Kantor
• Former U.S. Secretary of Commerce and U.S. trade
  representative
• David Kessler, M.D.
• Dean and vice chancellor for medical affairs at
  the University of California San Francisco School
  of Medicine
• General Barry McCaffrey
• Professor of International Security Studies at
  the U.S. Military Academy and national security
  and terrorism analyst for NBC News
• John Onoda
• Former senior communications executive with The
  Charles Schwab Corp., Visa USA, General Motors,
  and Levi Strauss

• Leon Panetta
• Former White House chief of staff, former
  director of the Office of Management and Budget,
  former member of the U.S. House of
  Representatives
• David Peterson
• Former leader of the Ontario Liberal Party, chief
  federal negotiator for the Devolution of the
  Northwest Territories, governor of the University
  of Toronto, Canadian public policy expert
• Tom Ridge
• Former Pennsylvania Governor and Homeland
  Security Secretary
• Christine Shipley
• Editor and publisher of DEMOletter and executive
  producer of DEMO conferences for IDG Executive
  Forums top technology industry analyst
• Dr. Louis W. Sullivan
• Former secretary of the Department of Health and
  Human Services president of the Morehouse School
  of Medicine
• Pete Wilson
• Former California Governor and former U.S. Senator

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Fleishman-Hillard Worldwide Network
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Fleishman-Hillard


International Agency of the Year
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Amphibian Ark Donors July 2007-WAZA
Al Ain Zoo Aquarium Allwetterzoo
Münster Barcelona Zoo Binder Park Zoological
Society Birmingham Zoo Birmingham Zoo Chapter
AAZK Bristol Zoo Gardens Cameron Park Zoo Chester
Zoo Chicago Zoological Society Cleveland
Metroparks Zoo Columbus Zoo Aquarium Denver
Zoo Disneys Animal Kingdom Animal Programs
Johannesburg Zoo
Kansas City Zoo The Living Desert Marwell
Zoological Park New Mexico BioPark Society
Nordens Ark Ocean Park Conservation
Foundation Omahas Henry Doorly Zoo Paignton
Zoo The Philadelphia Zoo SAAMBR Saint Louis
Zoo San Diego Zoo San Francisco Zoological
Society SeaWorld Busch Gardens Sedgwick County
Zoo
Singapore Zoo Taipei Zoo Tokyo Zoo Conservation
Fund-Ueno Zoological Gardens Toledo Zoo Toronto
Zoo Twycross Zoo Wildlife Conservation
Society World Association of Zoos Aquariums
(WAZA) Zoological Society London Zoologischer
Garten Leipzig Zoologischer Garten Zürich Zoos
South Australia (Adelaide)
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Amphibian Ark Donors July 2007-AZA
Ocean Park Conservation Foundation Omahas Henry
Doorly Zoo The Philadelphia Zoo Rosamond Gifford
Zoo Saint Louis Zoo San Diego Zoo San Francisco
Zoological Society SeaWorld Busch
Gardens Sedgwick County Zoo Toledo Zoo Toronto
Zoo Wildlife Conservation Society Zoo New England
Binder Park Zoological Society Birmingham Zoo
Birmingham Zoo Chapter AAZK Buffalo Zoo Cameron
Park Zoo Chicago Zoological Society Cleveland
Metroparks Zoo Columbus Zoo Aquarium Defenders
of Wildlife Denver Zoo Disneys Animal Kingdom
Animal Programs Kansas City Zoo The Living
Desert New Mexico BioPark Society