How much of the animals used in the ads get any sort of benefit? Mostly none, but not anymore. The Lion’s Share is a fund asking companies to donate 0.5% of their media spendings whenever companies use animals in their promotion. It began as part of Sustainable Development Goals where we try to conserve and do good for the life on land. The fund has received Grand Prix in SDGs division at Cannes Lions 2019, a world-known festival of advertisement creativity.
Approximately 20 percent of the ads we see include the use of animals as a model or in some other ways. However, almost none of them get any sort of benefit from being used in ads, and about 90 percent of these animals are endangered species or on their way there. So, this foundation came up with an idea to help preserve these animals' lives and habitats to thrive, to support wildlife conservation.
That is The Lion's Share.
Since its launch in 2018, The Lion's Share calls for companies that use animals in their ads to donate 0.5% of their media expense to UNDP to be used to protect the animals.
PROFILE
Japankuru through the lens of a camera.