Sir David Attenborough launches advertising industry-supported wildlife fund

Sir David Attenborough has backed a new advertising industry wildlife funding initiative, which will see partners contribute 0.5% of their media spend for each advertisement they use featuring an animal.

The initiative, a fund called The Lion’s Share, was developed between The United Nations Development Programme, Sydney-based production company Finch and Clemenger BBDO.

Mars has come on board as a founding partner, telling The Guardian it expects to contribute “several million dollars” during the fund’s first year.

Speaking in a promotional film for the campaign, Sir David Attenborough said: “Images of animals appear in approximately 20% of all advertisements that we see. And yet, despite this, animals 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.”

The Lion’s Share was based on an original idea by director Christopher Nelius, and was developed and instigated by Rob Galluzzo and Michael Hilliard at Finch.

The Lion’s Share brand strategy and identity was developed with Sydney-based D.A.M studio.

The Fund seeks to raise $100m a year within three years, and has appointed a joint steering committee to make decisions on which programs have priority.

Rob Galluzzo, founder of Finch, who initiated the idea with film director Christopher Nelius, said: “Nine out of the 10 most popular animals we see in commercials are actually endangered or threatened and they do not always receive the support they deserve. In fact, it’s usually the opposite. Christopher had this amazing idea to solve this and we atFinch set out to make it happen. We have partnered with Clemenger BBDO to bring the concept to life.”

Clemenger BBDO will act in the capacity of creative partner.

Nick Garrett, CEO of Clemenger BBDO, said: “Creating ideas with purpose that add value and help solve big problems in unconventional ways is a core part of why we exist as a business.

“It’s a huge honour to be working alongside the team at Finch on ‘The Lion’s Share,’ and we hope that advertisers across the globe step up to the plate and help protect our planet for this generation and those that come after us.”


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