Mars Announces The Lion’s Share Fund | Mars Incorporated
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Images of animals appear in about 20 percent of all ads. Yet 90 percent of the most popular animals featured in ads are either endangered or threatened. That’s why we’ve joined forces with The United Nations Development Programme (UNDP) and production company FINCH to announce The Lion’s Share. As the founding partner, we’re calling for companies (including Mars, of course!) to contribute to The Lion’s Share fund for each advertisement they use featuring an animal.

What is The Lion’s Share?

Announced this week at (aptly) the Cannes Lions International Festival of Creativity, the fund will support various animal welfare and conservation programs, implemented by the UNDP .

“Wildlife and their habitats are in crisis right now. We’re losing species at an unprecedented rate, estimated to be 1,000 times the natural extinction rate,” said UNDP Administrator, Achim Steiner. “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.”

Andrew Clarke, our Chief Marketing and Customer Officer at Mars, said the fund would be a powerful way for business to leave a lasting legacy. He said: “The Lion’s Share is exactly the sort of ambitious initiative we need to take in order to ensure we foster a healthy planet on which everyone – including animals – can thrive. For Mars, it’s another step in living the commitments of our " Sustainable in a Generation plan."

“We’re passionate about wildlife conservation and maintaining the biodiversity absolutely necessary for our planet. And animals need our help closer to home, too. We urge other companies and brands to join us in The Lion’s Share to help build a movement to tackle these critical issues,” Andrew added.

How Will the Money Be Used?

Partners will contribute 0.5 percent 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.

The Fund seeks to raise $100 million a year within three years – money the UNDP will disperse to help wildlife, conservation and animals in the greatest need.

How Can I Learn More?

Watch our video starring naturalist and broadcaster Sir David Attenborough. Stay tuned to our social media channels – Facebook, LinkedIn, Instagram, and Twitter for updates and info.

How Can I Get Involved?

Like Sir David Attenborough, you can become an animal ambassador by spreading this great news widely to friends and family. And please keep participating companies in mind as you shop.

Together, we can help give animals the Lion’s Share!

Want to take a closer look at wildlife programs around the world? Check out the United Nations Development Programme’s stunning stories and videos!

UNDP Digital stories: