Share this song. Or it will go extinct. DDB New York collaborated with The Smithsonian's National Zoological Park and Conservation Biology Institute for an Earth Day campaign with a twist. The analog-meets-digital campaign features a real, live record, featuring "Sumatran Tiger," an unreleased song by indie rock band Portugal The Man.
It has been lathe-cut onto 400 polycarbonate records that will degrade after a certain number of plays. So if you don't digitize it and share it through your social channels, over time, the song will disappear -- just like the 400 critically endangered Sumatran Tigers that are left in this world.
At a special site, updates on the social conversation will be featured. The 400 recipients of the records are all artists, bloggers, wildlife conservationists and social media influencers.
As for the Sumatran Tigers, they are found in Borneo and Sumatra, and are threatened with habitat loss and poaching. With increasing deforestation, tiger-human conflict is also on the rise. The Smithsonian's National Zoo and Conservation Biology Institute supports conservation efforts, like the Global Tiger Recovery Program, which hosts courses to train patrolers and rangers monitor for potential conflicts and ultimately help protect tigers.
The National Zoo's participation in the Association of Zoos and Aquariums' Special Survival Plan also makes breeding recommendations for tigers to serve as an "insurance population" for the 400 wild Sumatran Tigers left out there.