Cheetah Mobile, a leading developer of utility applications for mobile devices based in Taiwan, has joined forces with CCF to help drive awareness for cheetah in particular and wildlife conservation. Cheetah Mobile sought a marketing-partnership relationship with CCF because the company wanted to make a lasting impact on the world and help communicate about the species from which it draws its inspiration and name.
In November, Cheetah Mobile sent a six-person film crew to Namibia to capture CCF’s story in a documentary. A 15-minute program will be distributed online with the possibility of a longer film to share with regional film festivals. Led by producer/director Martin Rossetti, the crew shot at CCF, Erindi Game Reserve, and the capital city of Windhoek. While at CCF they joined me at a town meeting in Otjiwarongo where they were able to record a meeting between myself and Namibian President, H.E. Dr. Hage Geingob. I have known our new President for 25 ears and he has followed CCF’s work from his time as Prime Minister, to minister of Trade and Industry until now. So this was an extra-exciting moment!
While at CCF, they also traveled to several neighboring farms to interview people working there to illustrate how CCF’s programs work. Working on this documentary for three weeks was a bonding process between our staff and this talented crew from the US, Namibia and Taiwan. The yet-to-be-titled film is expected to make its premiere sometime next spring.
In July, our marketing partnership officially launched with a 10-second Public Service Announcement (PSA) featured on an outdoor video screen in New York City’s Times Square supported by Cheetah Mobile. This gave us the amazing opportunity to get our message out to a potential audience of 1.5 million people who passed by the billboard daily. The CCF spot ran once almost every hour through the end of September.
The opportunity to have a video billboard in Times Square, the crossroads of the world, seemed like a perfect platform for our international message. Cheetah Mobile also produced a 30-second PSA that appeared on the Jumbotron at this year’s NASCAR Brickyard Race and sponsored CCF’s participation in Save Our Wildlife, a media campaign appearing in a special supplement tucked inside USA Today’s Sept. 14 weekend edition. We are grateful to Cheetah Mobile for sponsoring these opportunities, because without them none of this would have been possible.