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Wildlife Conservation Partnering to Protect: The Lion's Share Fund

As the world’s biggest veterinary health group and maker of many pet foods, we know how much animals both big and small are loved across the world.

As you’ve no doubt seen on television commercials or in magazines, animals are featured in some 20 percent of all ads. Unfortunately, a full 90 percent of the most popular animals that appear in ads are either endangered or on their way there. Majestic creatures like rhinos, tigers and snow leopards are threatened by issues like climate change, illegal trafficking and shrinking habitats, all of which will require serious efforts to counteract.

Our love of animals drove us to come up with a solution to that issue. That’s why we announced the Lion’s Share, in June 2018, at the Cannes Lions International Festival of Creativity. Along with the United Nations Development Programme (UNDP) and FINCH production company, we’re leading the charge to improve wildlife conservation and calling on companies (Mars included!) to use some of the money spent on ads featuring animals to protect them as well. Because we know that the world we want tomorrow starts with how we do business today. 

"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.” — Achim Steiner, UNDP Administrator  

 

How Will It Work?   

In terms of a narrator, you can’t do much better than Sir David Attenborough (of the "Planet Earth" and "Blue Planet" series), so we’ll let him explain:  

As he mentioned, for each ad featuring animals, the Lion’s Share calls for companies to send 0.5 percent of their media spend to a fund dedicated to supporting the UNDP’s work protecting animal habitats. Our goal? Raise $100 million a year by 2021 to help protect endangered animals for future generations.

For the UNDP, this effort supports their broader Sustainable Development Goals, which include preserving Life On Land through protecting crucial animal habitats.

For Mars, this effort falls right in line with our broader efforts as well.    

“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." — Andrew Clarke, President of Mars Wrigley Confectionery   

 

Getting Involved 

If you share our passion for wildlife conservation, there are plenty of ways you can get involved the Lion’s Share. Spread the word to your friends and family — sharing Sir Attenborough’s words are a great place to start.

You can also help us urge other companies to get involved — 0.5 percent of an advertising budget may not seem like much, but when major companies join, it will amount to millions of dollars and set us well on our way to reaching $100 million each year. 

Lastly, once more companies and brands join the program, you can keep them in mind while you shop, knowing that they’re spending money not only to promote the products, but also to protect wildlife.