The Economist Group announced it will contribute 0.5 percent of the amount it receives from advertisers featuring animals in the group’s publications to The Lion’s Share.
The Lion’s Share will use the funding to support UNDP’s conservation initiatives, in line with SDG 14 and SDG 15.
26 September 2018: The Economist Group announced it will join ‘The Lion’s Share,’ an innovative partnership through which media groups contribute funding when they feature an animal in an advertisement. The UN Development Programme (UNDP) hosts the initiative in partnership with the FINCH production company.
UNDP and FINCH launched the initiative in June 2018, when Mars, Incorporated became the first advertising partner. The Lion’s Share asks advertisers to contribute 0.5 percent of their media spend to fund wildlife conservation each time the media group features an animal in an advertisement. The Economist Group’s role in the fund is unique because it will contribute 0.5 percent of the amount it receives from advertisers featuring animals in the group’s publications. Sir David Attenborough serves as the Lion’s Share Special Ambassador.
The Lion’s Share is a new opportunity for media companies to contribute to preserving and protecting wildlife and biodiversity around the world.
The Lion’s Share will use funding generated through contributions from advertisers to contribute to UNDP’s and civil society organizations’ conservation initiatives, in line with SDG 14 (life below water) and SDG 15 (life on land). In its first six years, the fund aims to contribute to saving the world’s tigers by re-establishing fragmented tiger habitats and working to strengthen livelihoods for people living in tiger habitats. In addition, the fund will secure one million hectares of marine and terrestrial wilderness through land purchase and establishment of robust conservation-based management systems, including critical corridors for big cat species, elephants and rhinos. The Lion’s Share further aims to: combat the illegal trade in wildlife through innovative anti-poaching technologies and protecting elephants and rhinos from poaching; reduce the illegal trade of birds, fish, reptiles and other exotic pets by reducing the demand and supply for illegal pets through awareness raising, enforcement and investigation; and support animal welfare through raising awareness on animal compassion and advancing solutions to increase adoption and reduce abandonment.
The Economist Group CEO, Chris Stibbs, said the Group is proud to participate in the fund, which “both aligns with our brand values and supports the UNDP to accomplish their goal of wildlife conservation.” UNDP Administrator, Achim Steiner, welcomed the Economist Group’s partnership with The Lion’s Share, describing it as a “new opportunity” for media companies to “contribute to preserving and protecting wildlife and biodiversity around the world.” [UNDP Press Release] [UNDP Press Release on Lion’s Share Partnership with Mars] [Lion’s Share Website]