Latinos helping Latinos to protect the environment.

TV Azteca have joined efforts to save the Gray Whale, one of the world’s most majestic animals. Together, the networks and their partners in the Laguna San Ignacio Conservation Alliance are organizing the first-ever daylong binational event, called “Movimiento Azteca,” which will culminate a month-long fundraising drive to be broadcast simultaneously in Mexico and the United States on March 15, 2007. The objective is to save the Gray Whales of San Ignacio Lagoon in Baja California Sur, Mexico. With over 106 television stations in North America, their efforts will not go unnoticed.

“Through the endearing images of Gray Whales and their calves interacting with visitors at San Ignacio Lagoon, our goal is to inspire and educate millions of Mexicans and Latinos in the US about the importance of taking action to protect the environment, in particular the Gray Whales, which are shared by three countries — Mexico, the US and Canada,” said Serge Dedina, Executive Director of WiLDCOAST / COSTASALVAjE, one of the organizations of the Alliance.

The Gray Whale is suffering from nutrient depletion due to warming of the Bering Sea, their feeding ground for most of the year. This makes the need to protect the lagoons where Gray Whales mate and give birth even more urgent. San Ignacio Lagoon in Baja California Sur is the world’s last remaining undeveloped Gray Whale birthing site on the planet.

Luis J. Echarte, Chairman of Azteca America and President and CEO of Fundacion Azteca America, explained, “We have chosen the Gray Whales to launch our binational effort precisely because these marine mammals unite all of North America. Gray Whales are born in Mexico, then migrate through the US and Canada to feed in Alaska, and back again, year in and year out. Azteca America has an unparalleled vehicle to call attention to the needs and interests of the community we serve through the expansion of our network’s coverage into 55 US markets (89% of the US territory). Latinos are interested in the environment; Movimiento Azteca’s effort is simply our modest way to give back to our people, offering tools for inspiration, education and self-improvement.”

“This is the latest chapter in an extraordinary international effort to protect the Gray Whale birthing lagoon at Laguna San Ignacio from industrial development,” said Joel Reynolds, the director of Natural Resources Defense Council’s Marine Mammal Protection Program. “Whales and their critical habitat are threatened as never before by human encroachment, both in the oceans and on our coastal lands. We fully support Azteca America and its foundation in their efforts to get Latinos involved in the battle to save these magnificent creatures.”

Richard Kiy, President of the International Community Foundation, commented that the Alliance would like to engage the mayors of all major cities in Mexico and the US along the Pacific Coast in our efforts to save the Gray Whale. “Elected officials have tremendous reach in their communities to influence local families. It is a great chance for education, outreach and engagement in cities like Seattle, San Francisco, Los Angeles, San Diego and Tijuana.”

Esteban Moctezuma, CEO of Fundación Azteca, added that the biological diversity in the border region and the habitats Mexico provides for migratory species make this alliance one of special importance to both Mexico and the United States. “The conservation of these shared resources gives us a great opportunity to save global treasures through effective international cooperation and innovative programs.” Fundación Azteca is committed to ensuring the long-term survival of Mexico’s biological diversity by protecting the places where native plants and animals can survive for generations to come.
“As Mexicans and local leaders on this project,” said Enrique Hambleton, President of Pronatura Noroeste, “we are proud to say that we promote at the same time the protection of whales and natural resources and the protection of ecotourism in Laguna San Ignacio as a sustainable alternative for the local community.”

In Mexico, these “Movimiento Aztecas” have raised over US$55 million since 2002, benefiting more than 500,000 people through donations from over four million benefactors. Movimiento Azteca raises money for various causes, including organ transplants, breast cancer screenings, hospital equipment purchases, reforestation projects, food banks, funding for Down Syndrome care, heart surgeries for children, and the protection of sea turtles. The foundation also sponsors a campaign against drug abuse.

TV Azteca, Azteca America and their foundations are partnering with the Laguna San Ignacio Conservation Alliance, an international coalition of conservation organizations that includes the Natural Resources Defense Council (NRDC), WiLDCOAST, International Community Foundation, Pronatura-Noroeste, Mexican Fund for the Conservation of Nature (FMCN), Laguna Baja ARIC, Ejido Luis Echeverria Alvarez, and the Mexican Environmental Education Fund (FUNDEA).
The fundraising goal is $500,000.