3 Jul 2018 - CANNES – The United Nations Development Programme (UNDP), FINCH and founding partner Mars, Incorporated today announced an initiative aimed at transforming the lives of animals across the world by asking advertisers to contribute a percentage of their media spend to conservation and animal welfare projects.
The initiative, a fund called The Lion’s Share, will see partners contribute 0.5 percent of their media spend to the fund for each advertisement they use featuring an animal. Those funds will be used to support animals and their habitats around the world. Mars is the first advertising partner in The Lion’s Share.
“Animals are in 20 percent of all advertisements we see. Yet, they do not always receive the support they deserve. Until now.” said Lion’s Share Special Ambassador Sir David Attenborough.
“The Lion’s Share shows that by making a small difference today, we have an opportunity to make an unprecedented difference tomorrow,” Sir David added.
The Fund, which will be hosted by UNDP, is seeking to raise $100m a year within three years, with the money being invested in a range of wildlife conservation and animal welfare programs to be implemented by United Nations and civil society organizations. Other partners include advertising network BBDO and leading measurement company Nielsen.
The Lion’s Share will work to contribute to the Sustainable Development Goals, the UN’s universal call to action to end poverty and protect the planet. Supporting animals and helping to conserve their habitats is key to achieving Goal 14, Life Underwater, and Goal 15, Life on Land.
“It is our responsibility as humans to safeguard all life on our planet,” said actor and UNDP Goodwill Ambassador Nikolaj Coster-Waldau, who kicked off The Lion’s Share fund’s launch in Cannes with an on-stage interview with South Africa’s first mostly female anti-poaching unit, the Black Mambas.
He added: “We cannot achieve the Sustainable Development Goals launched by the UN and world leaders to protect the future and ensure prosperity for all people without preserving natural habitats for all living beings—from wildlife to marine life.”
To learn more and to join the fund, visit: https://thelionssharefund.com