National Wildlife Federation and LG Welcome the Pygmy Owl to Endangered Species Awareness Campaign

ENGLEWOOD CLIFFS, N.J. - LG Electronics and the National Wildlife Federation unveil the cactus ferruginous pygmy-owl as the latest animal featured in a 3D anamorphic billboard series in New York City's Times Square. The billboard is part of LG's ongoing Endangered Species Series, a campaign highlighting vulnerable species selected by the community.

Launched in 2024, the LG Endangered Species Series, in partnership with the National Wildlife Federation (NWF), aims to educate K-12 students and raise awareness on biodiversity, wildlife conservation, and climate action, while reinforcing LG's broader commitment to environmental responsibility and its global brand promise, "Life's Good."

This series brings to life NWF's and LG's partnership with NBC's The Americas, a 10-part nature documentary series showcasing the wildlife and wild places of North and South America, including the cactus ferruginous pygmy-owl and other vulnerable and endangered species. The series is streaming on Peacock.

Listed as threatened under the Endangered Species Act, the cactus ferruginous pygmy-owl stands just six inches tall (about the size of a soda can) and is native to southern Arizona, Texas, and parts of Mexico. This small, fierce owl faces growing threats from habitat loss, fragmentation, invasive species, and climate change.

Previous features in the campaign include the snow leopard, bald eagle, Galapagos sea lion, red wolf, monarch butterfly, and West Indian manatee. The cactus ferruginous pygmy-owl was selected by the public through online and in-person voting conducted earlier this year, reflecting strong community interest in raising awareness for lesser-known species. Additional animals will be revealed throughout 2025.

"At LG, we believe 'Life's Good' means creating a better, more sustainable future for all," said Jeannie Lee, director of Corporate Marketing at LG Electronics USA. "Through our Endangered Species Series and our partnership with The National Wildlife Federation and NBC's The Americas, we're using the power of immersive storytelling to help inspire people to care for and protect the natural world we all share." As part of its continued partnership with NWF, LG Electronics has launched an educational initiative to engage K-12 students in conservation efforts. The program offers interactive content that highlights the importance of at-risk and endangered species in ecosystems, while empowering students with practical steps to protect biodiversity and habitats. These free resources are available online for educators, students, and families. Additionally, NWF has published a blog spotlighting the cactus ferruginous pygmy-owl - featuring unique behavioral insights and the species' ecological role. Students and nature enthusiasts can also test their knowledge through an interactive quiz designed to foster a deeper understanding of the pygmy-owls and other owls. LG's commitment to sustainability extends beyond the classroom through its support of NWF's EcoSchools U.S. and EcoLeaders programs, which equip students, educators, and communities with tools for real-world environmental impact. To help drive these efforts, LG has pledged $170,000 to NWF to inspire the next generation of conservation leaders and advance the protection of wildlife and wild places. The Americas is now streaming on Peacock. Explore The Americas watch kits from NWF, which features educational activities, amazing animal facts, and actions families can take to help protect wildlife like the cactus ferruginous pygmy-owl and more. Visit https://www.lg.com/us/sustainability to learn more about LG's commitment to conservationism and environmental stewardship.