The Little Brown Bat is the Focus of the Latest HWW PSA

PSA PROFILES A BAT SPECIES FACING EXTINCTION

OTTAWA, May 22, 2013 /CNW/ - On this International Day for Biodiversity, the Canadian Wildlife Federation (CWF) proudly announces that the Little Brown Bat is the focus of the next public service announcement in the Hinterland Who's Who (HWW) series. The new PSA will highlight what was once the most common and widely distributed bat species in Canada.  Sadly, this amazing bat, alongside three other Canadian bat species, is currently under the threat of a disease called white-nose syndrome. Because of this, experts believe that this important species might be facing extinction from certain areas of our country.

"Ever since the appearance of White Nose Syndrome in Canada, CWF has been greatly preoccupied by the dwindling number of Little Brown Bats." says Wade Luzny, CEO and Executive Vice-President of CWF. "Alongside scientists, we've been working hard to help figure out what can be done to ensure that the species remains part of our biodiversity. Luckily, the public can help, and learning more about this amazing bat via HWW is a great start! "

The Little Brown Bat PSA focuses on the species' natural history and presents interesting facts about this species affected by White Nose Syndrome. You can view this new PSA at http://www.youtube.com/watch?v=F_amnqvUl0k&feature=share&list=PL0B8A89633E910353. A new fact sheet containing more in-depth information on the species will be published on May 22^nd 2013 on hww.ca.

This launch is part of the many initiatives planned for 2013 to celebrate HWW's 50th Anniversary. During this anniversary year, the public will have a chance to participate in HWW's 50th anniversary in many ways, including creating their own HWW video showing a Canadian species or ecosystem for a chance to win an exciting prize. Everyone is also invited to pay tribute to the programme by making a spoof of one of the HWW videos or writing a note on the tribute board. For more information, visit www.hww.ca/en/about-us/50th/.

About Hinterland Who's Who

First created in 1963, HWW made bold use of a relatively new medium — black and white television — to reach the Canadian general public. The new Hinterland Who's Who, launched in 2003, serves to rebuild the connection thousands of viewers made with wildlife through the original series and ensure that wildlife remains part of what it means to be Canadian. Visit the Hinterland Who's Who Web site at: www.hww.ca

Hinterlands Who's Who is a joint program of the Canadian Wildlife Federation and Environment Canada. Together, they bring a wealth of knowledge and experience to the series. Hinterland Who's Who has been bringing Canadians closer to our wilderness heritage for 50 years.

SOURCE: Canadian Wildlife Federation