The Lion’s Share Fund, an initiative raising to support wildlife conservation and animal welfare across the globe, has today announced its partnership with animal welfare charity Humane Society International (HSI).
Together, the organisations will to deliver projects aimed at tackling animal welfare globally.
Established in June 2018, The Lion’s Share is led by a coalition of businesses including founder production company FINCH and founding partner food, confectionery and pet care company Mars, Incorporated.
Advertising network Clemenger BBDO, research company Nielsen and the United Nations Development Programme (UNDP) are also part of the initiative which aims to raise over $100m per year within the next three years for wildlife conservation and animal welfare.
This will be done by asking advertisers to contribute 0.5% of their media spend every time animal imagery is used in an advertisement.
Some 10% of The Lion’s Share Fund will be invested in animal welfare projects to encourage 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, 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, with the aim of reducing the population of homeless animals around the world.
The programme also supports actions to address the connection 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 adoption awareness programs, helping dogs and cats in communities in countries like Mauritius, Bolivia, the Philippines and Bhutan, all in the pursuit of reducing pet homelessness.”
One of the HSI’s flagship programs that will be supported by The Lion’s Share includes a training program in Bolivia to help government officials and veterinarians reduce rabies and humanely manage dog and cat populations in their cities.
Animals appear in approximately 20% 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 action to protect wildlife conservation and animal welfare by raising money in a sustainable way.
Poul Weihrauch, president of Global Petcare at Mars, Incorporated, added: “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.”