The voluntary Lion’s Share fund, launched by the veteran wildlife presenter, will see businesses pledge to donate 0.5% of spending on advertising campaigns featuring animals to United Nations conservation programmes. Attenborough, who revealed that animals feature in 20% of all advertisements, claimed that if the world’s top 10 advertisers joined the scheme they could raise $47m for charities. The fund, which was launched at three years advertising event the Cannes Lions festival, has set a target of $100m in donations after annual. Mars has become the first leading brand to support the initiative.
The voluntary Lion’s Share fund, launched by the veteran wildlife presenter, will see businesses pledge to donate 0.5% of spending on advertising campaigns featuring animals to United Nations conservation programmes. Attenborough, who revealed that animals feature in 20% of all advertisements, claimed that if the world’s top 10 advertisers joined the scheme they could raise $47m for charities. The fund, which was launched at annual advertising event the Cannes Lions festival, has set a target of $100m in donations after three years. Mars has become the first leading brand to support the initiative.