20th Century Fox partners with Save the Children for emergency preparedness PSA campaign featuring 'Ice Age' movie characters
20th Century Fox and Blue Sky Studios have partnered with Save the Children for a new emergency preparedness PSA campaign featuring the beloved characters from the upcoming animated adventure Ice Age: Collision Course. The campaign encourages parents to create In Case of Emergency (ICE) cards for their children so that families can quickly reunite after an emergency. Ice Age: Collision Course will open in theaters everywhere July 22.
"Our Ice Age: Collision Course herd is the perfect gang to help show kids how to stay safe under any condition," said Zachary Eller, Senior Vice President, Marketing Partnerships, 20th Century Fox. "We're proud to partner with Save the Children on such a worthy cause."
Save the Children, in partnership with Scholastic, has also developed several online resources featuring the Ice Age herd in order to make emergency planning a family activity. Parents can customize ICE cards with Scrat and his acorn, and print them out at home. The cards include contact information for children and their parents that may be critical during a crisis. Save the Children cites a recent poll by the National Center on Disaster Preparedness, according to which 41% of American families don't know where their child would be evacuated to in case of emergency.
"It can be very scary for a child and parent to be separated if there's a flood, a tornado or any kind of emergency. But families can take a simple step now - by creating an In-Case-of-Emergency, or ICE, contact card - and get better prepared to quickly reunite," said Bill Corwin, Save the Children's vice president of U.S. Programs. "Save the Children is excited to team up with 20th Century Fox, Scrat and the entire Ice Age herd to help keep children safe in times of crisis."
The partnership is the latest in a long history of nonprofit partnerships for the Ice Age franchise. For the previous entry in the series, 2012's Ice Age: Continental Drift, Fox and Blue Sky partnered with Keep America Beautiful for a PSA campaign encouraging viewers to engage in "Environmental Acts of N'Iceness," such as recycling and reducing energy use.