The Lion’s Share Fund have today announced that luxury fashion brand Gucci has joined the initiative. The Lion’s Share Fund is a unique enterprise that enables brands to donate a media spend to wildlife conservation and animal welfare globally whenever an animal appears in one of their advertisements.
Founded by FINCH’s Robert Galluzzo and Christopher Nelius in 2018, The Lion’s Share Fund is led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners. The Fund aims to raise over $100 million per year within the next five years for animal conservation, biodiversity and and climate across the globe.
In 2019 the idea won a Grand Prix at the Cannes Lions International Festival of Creativity.
The Lion’s Share Fund Founder, Robert Galluzzo, said “Gucci signing up to The Lion’s Share Fund signifies a great indicator that systemic change is happening, and there are more brand announcements to come.”
Achim Steiner, UNDP Administrator, said: “This partnership with Gucci marks the continuing evolution of this innovative fund, which provides a unique opportunity for brands across all industries to join forces and help preserve and protect biodiversity across the globe.
“Wildlife populations are half the size they were just 50 years ago, and their habitats and ecosystems are destroyed at an unprecedented rate due to human activity. The Lion’s Share is an idea that is as innovative as it is simple – and it makes a real impact on wildlife conservation.”
Marco Bizzarri, President and CEO of Gucci, said: “The Lion’s Share Fund is an important addition to our conservation strategy. Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns.
“With the increasing threats to the planet’s biodiversity, groundbreaking initiatives like The Lion’s Share Fund have the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and most threatened species.”
Bizzarri continued “In a similar way, since 2018, Gucci has been totally carbon neutral across our supply chain and we offset our remaining emissions every year through REDD+, which protects critical forests and biodiversity around the world.”
Since its launch the Fund has already had a significant impact on conservation, providing a grant to improve critical radio systems for law enforcement officers protecting wildlife in Mozambique’s Niassa Nature Reserve and helping reduce the elephant poaching rate to zero. The Fund has also established a grant to help secure land for endangered orangutans, elephants and tigers in North Sumatra in Indonesia.
Animals appear in approximately 20 percent of all advertisements in the world, yet despite this, animals do not always receive the support they deserve. The Lion’s Share gives brands the opportunity to take urgent and significant action and play their part in protecting our planet.
