NRMA Insurance and CGU, owned by IAG, have become the first Australian brands to partner with The Lion’s Share Fund, an initiative supported by the United Nations Development Programme (UNDP).
The Lion’s Share asks advertisers to contribute 0.5% of their media buy for each campaign featuring an animal.
The new fund aims to raise $100 million over the next three years, which will be invested in initiatives and programs that benefit animal welfare, conservation and their environments worldwide.
“Our NRMA Insurance 'Every home is worth protecting' campaign, featuring Arlo the koala, launched recently and is the first local campaign to support the initiative," IAG chief marketing officer Brent Smart says.
“In addition, we are working with The Lion’s Share to scout and develop local initiatives as part of this global fund. We encourage other Australian brands to join so together, we can make a bigger impact."
The Lion’s Share special ambassador Sir David Attenborough says despite animals appearing in 20% of advertisements, they do receive the support they need and deserve.
“The Lion’s Share shows that by making a small difference today, we have the opportunity to make an unprecedented difference tomorrow," Attenborough says.
Each year, the world loses 10,000 species to extinction – 1,000 times the natural rate.
UNDP administrator Achim Steiner says the initiative will have a "far-reaching" impact".
“The revenue generated from this ambitious and innovative partnership will make a real and lasting effect on the future of our planet and the animals we share it with," Steiner says.
Rob Galluzzo, The Lion’s Share co-founder and founder of production company, FINCH, says he hopes to connect conservation and consumerism with the fund.
“It feels like compassion and imagination are sorely missing in the world, and The Lion’s Share is a great example of both working together.”
The Lion’s Share launched in New York in September 2018 and won a Grand Prix at this year’s Cannes Lions International Festival of Creativity in the Sustainable Development Goals category for its use of creativity to help address one of the world’s greatest environmental challenges.
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