The Lion’s Share Fund is a new United Nations Development Programme (UNDP) encouraging advertisers to get to work on wildlife conservation when they use animals in advertising. The goal is to raise money by getting companies to contribute 0.5% 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.

 UNDP Administrator, Achim Steiner, said:

“Wildlife and their habitats are in crisis right now. We are losing species at an unprecedented rate, estimated to be 1,000 times the natural extinction rate. The Lion’s Share is an idea that is as innovative as it is simple, and which will make a real impact on the future of animals, their habitats and our planet.”

UNDP is a network that spans 165 countries and unites the 32 UN funds, programmes, specialized agencies and other bodies working to advance sustainable development. And this particular fund is supported by FINCH and Mars Inc.

Animals are present in around 20% of all ads, and the programme has recently recruited Sir David Attenborough as an ambassador. DM2 Agency’s team is passionate about the wildlife. You can find this spirit in our director’s, Ralph Lightman, photographies. And:

“Wildlife conservation and maintaining the biodiversity is absolutely necessary for our planet. Therefore we will urge our clients and other companies to join this movement.” Dorota Iwankiewicz FCIM from DM2 Agency commented.

As professional marketers we know that it will be win-win solution. For our planet and brands, which we are working for.

“The photo session with a chameleon was so exotic for us but not so easy.”– Dorota Iwankiewicz FCIM mentions. (Marketing campaign for OBI – the largest DIY retailer in Europe, and the third largest in the world.)

Sources: UNDP, CIM