Nairobi (March 14, 2019) – The Lion’s Share Fund, a unique initiative raising much-needed funds to support wildlife conservation and animal welfare across the globe, has today announced its partnership with Humane Society International (HSI) to deliver projects aimed at tackling animal welfare globally.
The Lion’s Share is an ambitious initiative, led by a coalition of advertising companies and brands, with founder FINCH and founding partner Mars, Incorporated, Clemenger BBDO and Nielsen, and the United Nations Development Programme (UNDP), which aims to raise over $100 million per year within the next three years for wildlife conservation and animal welfare by asking advertisers to contribute 0.5 per cent of their media spend every time an animal is used in an advertisement.
Ten percent of The Lion’s Share Fund will be invested in animal welfare projects across the globe to harness compassion for animals and translate it into increased care for nature, with HSI delivering on the global animal welfare programme. The programme includes community engagement to address the issue of street animals in neighbourhoods with a high-density of free-roaming dogs to care and manage the animals, and veterinary training to upskill vets to perform high-quality and high-volume spay and neuter surgery in areas where it’s needed the most. The programme also supports actions to address the nexus between wildlife and domesticated animals, including disease transmission that threatens wildlife populations.
Kitty Block, president of Humane Society International, said, “Humane Society International is proud to be a part of this effort by The Lion’s Share to help animals in need around the planet. We’re thrilled that through the Animal Welfare Initiative, they will be supporting critical companion animal spay and neuter campaigns, vaccination drives, and global rescue and sheltering programs, helping dogs and cats in communities in countries like Mauritius, Bolivia, the Philippines and Bhutan, all in the pursuit of ending pet homelessness.”
One of HSI’s flagship programs that is planned to be supported by The Lion’s Share expands a training program in Bolivia to help government officials and veterinarians reduce rabies and humanely manage dog and cat populations in their cities through spay/neuter. Bolivia is one of the few countries in Latin America struggling to manage not only high street dog populations but the spread of rabies as well. The program works with Bolivia’s community leaders, local veterinarians and government officials to find the most effective and humane way to solve these challenges.
Animals appear in approximately 20 per cent 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 to play their part in protecting wildlife conservation and animal welfare by raising money in a sustainable way.
“Animals and pets make our lives better in so many ways, yet with over 200 million homeless pets around the world, it’s clear a lot more needs to be done to support them. At Mars, we’re on a mission to end pet homelessness, which is why we’re proud to support The Lion’s Share and HSI in their work to make this a global reality. But we know we can’t do it alone. We’re urging advertisers around the world to get involved, so we can work together to create a better world for pets and a healthier planet where animals can thrive,” commented Poul Weihrauch, president of Global Petcare at Mars, Incorporated.
The Lion’s Share was established in June 2018 with Mars, Incorporated as a founding partner, and partnerships with advertising network BBDO and leading measurement company Nielsen.
Media companies can also join with an alternative model, where they contribute 0.5 percent of the income they receive from advertisers using animals in the ads featured in their publications or outlets. The first such partner is The Economist Group, which publishes The Economist.
The Lion’s Share will work to contribute to the Sustainable Development Goals, the UN’s universal call to action to end poverty and protect the planet. Supporting animals and helping to conserve their habitats is key to achieving Goal 14, Life Underwater, and Goal 15, Life on Land.
For more information on the Lion’s Share Fund, visit www.thelionssharefund.com.