Add us as your preferred source on Google to see more of our content in Search.
Add to Preferred SourcesGucci, one of the world’s leading luxury fashion brands, has joined The Lion’s Share Fund, a unique initiative raising much-needed funds to tackle the crisis in nature, biodiversity and climate across the globe.
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 climate by asking brands to contribute 0.5% of their media spend every time an animal is featured in their advertisements.
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.”
Launched in September 2018, the Fund is already having an impact, 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, and providing 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.
Original source: UNDP
Published on 06 February 2020