LG Electronics is spotlighting the critically endangered red wolf in a stunning 3D display on its iconic Times Square billboard in New York City. This initiative, part of LG’s ongoing endangered species awareness campaign, underscores the urgent need for biodiversity conservation and action against habitat destruction and global warming.
The visually dynamic anamorphic display brings to life the plight of the red wolf, a species classified as critically endangered by the International Union for Conservation of Nature (IUCN). Fewer than 20 red wolves are estimated to remain in the wild, primarily in North Carolina. The 3D visuals depict the dramatic loss of forest ecosystems, immersing viewers in the challenges faced by this species and inviting them to reflect on humanity’s role in environmental stewardship.
Since its inception in April 2024, LG’s endangered species series has captivated over 50 million Times Square visitors. Previous features have included the snow leopard, bald eagle, and sea lion, with the program set to continue in 2025. The next featured species will be chosen through a public vote, further engaging the global community in conservation efforts.
In collaboration with the National Wildlife Federation (NWF) and Discovery Education, LG’s initiative extends beyond the billboard to classrooms nationwide. Free, standards-aligned digital resources tailored for K-12 students explore the importance of endangered species and their ecosystems. These materials are available at [Endangered Species Series], fostering awareness and action among younger generations.
As part of its commitment to environmental stewardship, LG has pledged $150,000 to support the NWF’s EcoSchools U.S. and EcoLeaders programs. These initiatives encourage habitat restoration, native species support, and sustainability education.
Collin O’Mara, President and CEO of NWF, emphasized the importance of collective action: “When we save wildlife, we save ourselves. LG is showing the world what’s possible when people come together to confront the immense and interconnected challenges facing people and wildlife.”
