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.

Objectives

The Lion’s Share aims to
  • Create a world where nature is protected and flourishes
  • Sustainably improve the planet’s biodiversity and the welfare of all animals
  • Contribute to human well-being
  • Support local communities, researchers, conservationists, and other wildlife partners
Key initiatives
  • Protecting the last 4,000 wild tigers
  • Safeguarding core jaguar populations.
  • Securing 1 million hectares of wilderness in perpetuity
  • Combating the illegal trade of ivory and rhino horn
  • Improving the welfare of over 200 million animals and abandoned pets worldwide

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.