The Lion’s Share Fund, a unique initiative which asks advertisers to contribute much-needed funds to support wildlife conservation and animal welfare across the globe, has won a Grand Prix at this year’s Cannes Lions Festival of Creativity.
The Fund, first announced at last year’s Cannes Festival, was recognised in the Sustainable Development Goals category for its use of creativity to help address one of the world’s greatest environmental challenges.
Led by the United Nations Development Programme (UNDP) and a coalition of businesses including founder FINCH, founding partner Mars, Clemenger BBDO and Nielsen, the Fund asks advertisers to help raise much-needed funds for wildlife conservation and animal welfare by donating 0.5 per cent of their media spend every time an animal is featured in their advertisements.
Rob Galluzzo, founder of FINCH, who initiated the idea with film director Christopher Nelius said: “The Lion’s Share is a mechanism that leaves us with a simple choice: ‘Are you a brand that wants to continue using animal talent to generate profit without contributing to their preservation? Or, do you want to be part of the solution? Because now that The Lion’s Share exists, the world is about to ask.”
Nick Garrett, CEO at Clemenger BBDO Australia, said: “We are so proud to be part of this. It means the world to us that our creative thinking is being used to have a real and meaningful impact.”
The Lion’s Share Fund returned to Cannes this year calling on individuals, creative teams and brands to pledge their support by dedicating their Cannes Lion awards by using the hashtag #LionforLions. In the spirit of this campaign, the Fund also proudly dedicates its own Grand Prix award to the cause.
Over the past decade one in four Cannes Lions Grand Prix winners have featured animals in their advertising campaigns. Despite this, animals do not always receive the support that they deserve. In fact, it’s the opposite – nine out of the top 10 most popular animals used in ads are either endangered or on the threatened list.
Achim Steiner, UNDP Administrator: “The Lion’s Share shows what a simple but innovative idea can accomplish. Through media and brands coming together, we have been able to raise not only financing for conservation and wildlife, but also to engage new audiences on this issue. And we would be thrilled to have others join us.”
Jane Wakely, Lead Chief Marketing Officer for Mars, said “The Lion’s Share is an innovative and bold illustration of what is possible when we combine our creative and media muscle as an industry to help prevent the extinction of so many iconic species. For Mars, it’s another step in living the commitments of our Sustainable in a Generation Plan.
“This is just the beginning–we urge other companies, 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.”