The Lion's Share Fund urges Cannes Lions winners to pledge support for conservation cause
After launching at last year's Cannes Lions International Festival of Creativity, things are stepping up a notch for The Lion's Share Fund. Given over the past decade, one-in-four Cannes Lions Grand Prix winners have featured animals, it is now inviting all award winners to dedicate their Cannes Lions for the future of all lions.
The Lion's Share Fund issues challenge to give up your #LionforLions
The fund was launched by the United Nations Development Programme (UNDP) and its founding partner Mars, built on the insight that animals feature in 20% of all advertisements we see, yet they do not always receive the support they deserve.
Given nine out of the 10 most popular animals in ads are endangered or threatened, the fund aims to raise $100m a year by asking advertisers to contribute 0.5% of their media spend for every ad that features an animal.
The money raised is being invested in a range of wildlife conservation and animal welfare programs.
Alongside its founding partner Mars, a year on since it launched, the fund now boasts the support of JCDecaux, The Economist Group, BBDO, Finch and Nielson, among others.
In the hope of encouraging more brands and agencies to get on board to ensure it meets its $100m target, the Lion's Share is calling upon Cannes Lions winners to help them raise awareness at this year's awards.
Led by its founding partner Mars, the fund is inviting individuals, creative teams and brands to share their support by dedicating their Cannes Lions award to the future of all lions, using the hashtag #LionsForLions.
Jane Wakely, lead chief marketing officer for Mars, the founding partner of the initiative, commented: “Purpose is a hot theme at Cannes, but it’s the examples of how purpose-driven programming delivers real impact that breakthrough.
"The Lion’s Share is an innovative and bold illustration of what is possible if we combine our creative and media muscle as an industry to help prevent the extinction of so many iconic species.
"Our mission is the conservation of hope and, quite simply, we are calling on brands, media and creative agencies to join us and help build this movement. Let’s transform the way we support animals and their habitats today to make a lasting impact on biodiversity and animal conservation tomorrow.”