The Lion’s Share initiative will help stem this rapid loss of biodiversity by leveraging private sector leadership in the establishment of the first-ever multi-partner global platform for wildlife conservation and animal care.
Advertising companies and major commodity conglomerates will lead the platform, which will be capitalized by funds donated by advertisers when images or footage of animals and wilderness are featured in advertisements across a range of media premise is to leverage a portion of private industry’s advertising spend which features the use of animals to benefit wildlife conservation and animal welfare. The Lion’s Share initiative creates a mechanism where advertisers who feature animals in their ads can help make a difference by donating funds that are reinvested in wildlife conservation and animal welfare programmes.
The founding partners aim to create a major global movement for business and consumer behavioral change benefitting wildlife conservation and animal welfare.
GOAL
A sustainable, peaceful and compassionate society through increased empathy for animals and, nature, and the maintenance, restoration and enhancement of critically endangered biodiversity, habitats and ecosystem services.
OBJECTIVE
To harness private sector leadership and consumer support to secure healthy wildlife populations and habitats, instil compassion for all animals, and ensure increased appreciation for nature and its contributions to equitable and sustainable development pathways.
The Lion’s Share is a multi-partner platform bringing together private sector companies, foundations, philanthropist and individual donors, global and local non-profit organizations, the United Nations (UN) family, specialists and concerned individuals to make a difference for biodiversity.
The Lion’s Share 野生动物保护倡议于2018年戛纳国际创意节上由戴维•阿滕伯勒爵士和演员尼古拉•科斯特-瓦尔道（《权利的游戏》）首次宣布设立。它由联合国开发计划署总部与BBDO、Mars Inc.、Finch、Nielsen发起，致力于通过新型商业模式推动消费者行为的改变，以保护野生动物栖息地，及确保生态自然的可持续发展。The Lion’s Share倡议通过建立一个自愿机制，当动物形象被用于参与方的商业广告和产品时，他们将捐赠一定比例费用用于动物保护。同时企业可以将The Lion's Share的标志放在其广告和产品上，表示本企业支持野生动物保护，引导消费者行为。
The Lion’s Share执行与参与方：
《财经》记者、真实影像真实委员会创作人成员 Daisy Feng 受邀出席 Loin's share 讨论会建言献策
