Launched in 2018, The Lion’s Share Fund is an initiative led by the United Nations Development Programme (UNDP), FINCH, Mars, and Clemenger BBDO. It addresses the disparity where animals frequently appear in advertising but receive little support in return. The fund asks advertisers to contribute 0.5% of their media spend every time an animal is featured in their advertisements.
These contributions are directed towards wildlife conservation and animal welfare projects globally. The initiative aims to raise over $100 million annually to protect endangered species and their habitats. In 2019, The Lion’s Share won the Grand Prix in the Sustainable Development Goals category at the Cannes Lions International Festival of Creativity, recognizing its innovative approach to leveraging advertising for environmental impact.
