# Lion’s Share Fund celebrates first birthday

- Link: https://fundraising.co.uk/2019/10/04/lions-share-fund-celebrates-first-birthday/
- Published: 2019-10-04T11:22:39+01:00
- Author: Melanie May

**The Lion’s Share Fund, which asks major advertisers to contribute 0.5% of their
media spend for each campaign featuring an animal, is celebrating its first birthday.**

The fund, which is hosted by the United Nations Development Programme, was launched
a year ago at the United Nations General Assembly. It aims to raise $100 million
a year over the next three years, to be invested in initiatives and programmes that
benefit animal welfare, conservation and their environments worldwide.

 

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**Editor’s note:** _the video previously embedded here (https://www.youtube.com/
watch?v=r0pPKs9zdNY) is no longer available._

 

The [Lion’s Share Fund](https://thelionssharefund.com/) has also announced its latest
partner, Sydney-based insurance firm IAG. It joins founding partners UNDP, FINCH,
Mars, Incorporated, BBDO and Nielsen, and media partners The Economist Group and
JCDecaux.

Achim Steiner, UNDP Administrator, said:

> “The Lion’s Share shows what a simple but innovative idea can accomplish. Through
> brands and media coming together, we have been able to raise not only financing
> for conservation and wildlife, but also to engage new audiences on this issue.
> And we would be thrilled to have others join us.”

> “The question is, are we happy to suppose that our grandchildren may never be 
> able to see an elephant except in a picture book?” -Sir David Attenborough, The
> Lion’s Share Special Ambassador. 
> Join [#LionShare](https://twitter.com/hashtag/LionShare?src=hash&ref_src=twsrc%5Etfw)
> in our fight to protect our planet. Photo By: [@san](https://twitter.com/san?ref_src=twsrc%5Etfw).
> tigris [pic.twitter.com/LcK4CSZsPF](https://t.co/LcK4CSZsPF)
> — The Lion's Share Fund (@LionsShareFund) [September 25, 2019](https://twitter.com/LionsShareFund/status/1176859551582343169?ref_src=twsrc%5Etfw)

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