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

About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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