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