Celebrating ‘ourHOME’ For Earth Month

National Geographic and Disney+ have teamed up to celebrate Earth Month by connecting viewers with stories about the planet. This campaign, dubbed “ourHOME” as an homage to the planet we all call home, combines environmental advocacy with entertainment, highlighting efforts to inspire deeper connections with Earth.

A press release for the campaign explains, “For over a century, Disney has created stories that celebrate the wonders of the world we all share. And for more than 135 years, National Geographic has been synonymous with inspiring a deeper connection to our world. This year, these two powerful legacies are coming together to celebrate this beautiful planet we call home and the power within each of us to create change for the better.”

I spoke with Chris Albert, Executive Vice President of Marketing and Communications for National Geographic, about the initiative and what he hopes the audience will get from it.

Strategic Storytelling Efforts

Chris told me that the ourHOME initiative represents an effort to unify the diverse environmental content produced across Disney’s various platforms.

“There's so many amazing things happening within the Walt Disney Company related to the the desire to protect or restore the planet,” declared Albert.

ourHOME Content Highlights

The initiative features a series of nature-focused documentaries and series, with Albert noting this year’s lineup as one of the best ever produced by Nat Geo. Notable mentions include "A Real Bug's Life," "Queens," and upcoming specials like "Secrets of the Octopus." These programs are designed to offer viewers intimate looks at wildlife, using storytelling techniques that aim to engage and educate audiences.

For instance, "Queens" is highlighted for its unique approach by employing a female-led crew and incorporating popular music to enrich the narrative, a strategy intended to broaden audience appeal and deepen the impact of its conservation messages.

Digital Extensions and Cross-Platform Integration

The ourHOME initiative also extends into digital series that explore Disney's conservation efforts. This series aims to make environmental advocacy accessible and engaging through popular digital and social media platforms, presenting the work in a consumer-friendly format.

Furthermore, Disney+ hosts the ourHOME content collection, which includes a mix of new and existing content from both Disney and National Geographic. This collection is part of a broader strategy to integrate environmental themes with mainstream media content, thereby reaching a wider audience.

The ourHOME content will include a series of three Disney Planet Possible stories that combine the talents of Nat Geo and Disney and create some crossover appeal. The hosts of the popular show “Critter Fixers” visit the Disney Animal Kingdom to learn about how things are done behind the scenes. Mariana Van Zeller is visiting Walt Disney World to learn more about the recycling efforts at the parks, specifically related to the glass pulverizing initiative. And Alex Honnold –infamous for climbing El Capitan in the documentary “Free Solo,” visits Walt Disney World to learn more about how the company’s solar arrays not only provide renewable electricity but also provide habitats for bees and other pollinators.

Incredible Opportunity

The initiative also includes a sweepstakes exclusive to Disney+ subscribers, offering a chance to win a trip to the Galápagos Islands. This part of the campaign is designed to promote engagement with the ourHOME content on Disney+, though it is a smaller aspect of the overall initiative.

This is an epic, once in a lifetime opportunity for whoever wins the ourHOME prize. The package includes:

• One 10-day expedition cruise aboard the National Geographic Endeavor II to the Galápagos for two (double occupancy)
• Round-trip coach airfare and transfers upon arrival and departure
• All meals as indicated in the itinerary
• Daily activities and excursions as indicated by the itinerary
• Access to naturalists, photographers and biologists to learn about Galápagos wildlife

The catch is that you can’t join the party now. The sweepstakes is open to eligible Disney+ members who had an active account as of April 14, 2024. Eligible members can enter the sweepstakes once per day through the end of April.

Celebrate ourHOME

Overall, the ourHOME initiative by National Geographic and Disney+ seeks to leverage storytelling to promote environmental awareness and engagement. Through a combination of innovative content production and strategic digital dissemination, the campaign will hopefully connect audiences globally with the natural world in a meaningful way.

Chris described how the ourHOME campaign ties everything together both for audiences, as well as within the organization. “With the collection on Disney+, we have an opportunity to get the Marvel fans and the Star Wars fans and other subscribers excited about our home, and bringing everybody together within this concept is the ultimate goal.”

“We're 14 days in—we're halfway through—and this is a global campaign,” explained Albert. “This is happening in our offices and regions all around the world. Everyone has their own spin to it, but the basic building blocks of our home are being used globally.”