Community Votes Shine a Spotlight on the Pygmy Owl in Latest Endangered Species Campaign in New York Times Square Billboard
ENGLEWOOD CLIFFS, N.J., July 18, 2025 /PRNewswire/ — LG Electronics unveils the cactus ferruginous pygmy-owl as the latest animal featured in its 3D anamorphic billboard series in New York City’s Times Square. Part of LG’s ongoing Endangered Species Series, the campaign highlights 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 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 www.lg.com/us/sustainability to learn more about LG’s commitment to conservationism and environmental stewardship.
About LG Electronics USA
LG Electronics USA Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics Inc., a smart life solutions company with annual global revenues of more than $60 billion. In the United States, LG sells a wide range of innovative home appliances, home entertainment products, commercial displays, air conditioning systems and vehicle components. LG is an 11-time ENERGY STAR® Partner of the Year. www.LG.com.
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LG Electronics USA
Chris De Maria
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908-548-4515
Kristi Hubert
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630-995-5444
SOURCE LG Electronics USA
