The Lion’s Share, a new initiative launched by Sir David Attenborough, is calling on the advertising industry to donate to wildlife protection schemes every time they feature animals in their adverts.
The Lion’s Share Fund intends to raise £75 million a year by getting companies to contribute 0.5% of any spending on advertising campaigns that feature an animal, including adverts for pet food.
The money will be invested in a range of wildlife conservation and animal welfare programs by the UN and other organisations across the world which work to save species from extinction, preserve wildlife habits, and look after animal welfare.
Wildlife champion Sir David Attenborough said: “Animals are in 20% of all advertisements we see. Yet, they do not always receive the support they deserve. Until now. The Lion’s Share shows that by making a small difference today, we have an opportunity to make an unprecedented difference tomorrow.”
Launching the initiative at the Cannes Lions festival, The Blue Planet presenter said that if the top 10 advertisers in the world agreed to the scheme they would earn $47m (£35m) for leading charities, with the fund targeting $100m a year in donations after three years.
The first major brand to sign the pledge is Mars, which makes confectionary products as well as pet food.
Rosa Medea is Life & Soul Magazine’s Chief @rosamedea