NEW YORK, N.Y. — The National Wildlife Federation and LG Electronics announced that the monarch butterfly will be the latest species highlighted in a dynamic display on an innovative and iconic Times Square billboard in New York City. The 3D anamorphic display of the butterfly underscores the urgent need for habitat conservation and how individuals can help the species by planting native milkweed and nectar plants.

“Imperiled monarch butterfly populations desperately need our help. We are thrilled to continue our partnership with LG to highlight at-risk species and tangible ways everyone can help their recovery by restoring habitat, like helping monarchs by planting native milkweed and nectar plants,” said Collin O’Mara, president and CEO of the National Wildlife Federation. “When we save wildlife, we save ourselves. Monarch butterfly conservation underscores how we can inspire people to help address the immense and interconnected challenges facing wildlife and people alike.”

The display brings to life NWF and LG’s partnership with The Americas, an epic 10-part nature documentary narrated by Tom Hanks, which spotlights the majestic wildlife and wild places throughout North and South America, including at-risk and endangered species like the monarch butterfly. 

The immersive 3D display vividly depicts the monarch butterfly’s journey, giving the illusion of the creature soaring off the screen. Listed as ‘vulnerable’ by the International Union for Conservation of Nature (IUCN), the monarch butterfly is the only known butterfly to make a two-way, multigenerational migration over thousands of miles. The rapid decline of this once-widespread species is driven by climate change, ongoing habitat loss and fragmentation, and the unnecessary, excessive use of pesticides.

The campaign previously featured the snow leopard, bald eagle, sea lion, and red wolf. Additional species will be featured throughout 2025 and announced at a later date, including one species selected by the public through online voting this coming March. Several options will be presented for consideration, and the chosen species will be prominently featured on LG’s billboard later in the year.

“Since its launch last year, the billboard series has reached more than 50 million Times Square visitors, raising awareness about the importance of conservation and the protection of unique wildlife,” said Jeannie Lee, director of Corporate Marketing at LG Electronics USA. “Through this and other conservation programs, LG is championing a brighter, greener tomorrow by empowering young minds to take action for our planet, ensuring ‘Life’s Good’ for future generations.”

As part of LG’s on-going partnership with National Wildlife Federation (NWF) to highlight at-risk species, LG has launched an educational initiative to engage K-12 students in conservation efforts. The program features interactive content highlighting endangered species and their role in ecosystems, while also offering actionable steps to protect biodiversity. Educators and students can access free, standards-aligned resources online.

Additionally, NWF’s latest blog explores the uniqueness of the monarch butterfly, providing in-depth knowledge about the beautiful insect. Students and nature enthusiasts can also test their knowledge of the vital pollinator with an interactive Monarch Butterfly Quiz.

LG supports sustainability beyond the classroom through NWF’s EcoSchools U.S. and EcoLeaders programs, which equip educators, students, and communities with tools to drive meaningful environmental action. The company has pledged $150,000 to NWF to further these efforts and inspire future conservationists.