While at the D&AD Festival in London, I attended a talk by Boaz Paldi from the United Nations Development Programme about how advertising can make a real difference to our wildlife. Lions appear in a lot of different adverts, they signify a lot of different qualities such as strength, pride and luxury. 20% of advertising globally uses animals, while 9 out of 10 of the animals used are either endangered or threatened. We have lost 60% of our wildlife since 1970. Consumerism is thriving, while wildlife is dying.
Today, 1 million species are at risk of extinction. The United Nations is saying, we need to do something about this.
Introducing: The Lion's Share Fund
Offers an innovative solution. A simple way for companies and consumers to get involved and become a part of the solution and together have a huge impact on our world.
This is an agreement with advertising agencies where 0.5% of their media spend goes to the wildlife that they use in their adverts. If the Lions Share can get the top 10 advertising agencies agree to join forces with the Lion's Share, this would raise $47 million per year.
In return, the money gets used across the world to save wildlife and biodiversity. Last year, $600 billion was spent on advertising. All use of animals counts even CGI, cartoons or a birds in the background. However, animals in logos like the Lacoste crocodile don't count.
This concept has only been running for 9 months and was originally thought of by a man from Finch Advertising in Australia. Already, they have the large advertising agency Mars on board as well as Sir David Attenborough as an ambassador for the conservation. The movement already had over 10+ million followers online.
The organisation is now a fully functioning conservation fund. Their motto is conserving hope as while the planet is changing at such an alarming rate, they can conserve our hope if we ACT NOW.
Boaz Paldi talking at the D&AD Festival 2019.
12/13/2022 03:21:26 pm
Hi thanks for sharing this
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I am a Graphic Designer and graduate from Nottingham Trent University. This blog is to document my work, inspiration and general things that interest me.