About us

Who are we?

The Lion’s Share is an initiative from film director, Christopher Nelius and Rob Galluzzo, founder of FINCH, a production company based in Australia.

It is co-founded and fully supported by the UN Development Programme who will manage the fund and conservation impact through its vast network of NGOs, civil society and governments on the ground worldwide.

Mars, Incorporated is a founding Partner and the first global brand to sign up. Award-winning advertising agency Clemenger BBDO is a creative partner.


The Lion’s Share aims to
Key initiatives

How it works

Brand uses image of animal in ad campaign (animal can be real, a cartoon, or computer-generated)

Advertiser donates a small percentage of paid media spend to The Lion’s Share Fund

UNDP and The Lion’s Share Fund finance wildlife conservation and animal welfare globally

Media companies can also choose to donate a percentage of revenue collected from ads that feature animals on their platforms and/or donate media space to The Lion’s Share.