For over 150 years, animals have been used in advertising. Their images feature in approximately 20% of all advertisements we see. Yet 9 out of the 10 most popular animals used are either endangered or threatened. The UN Development Programme, together with its partners, have launched The Lion’s Share— a new innovative conservation fund where brands can make a lasting impact on our planet’s biodiversity. By making a small contribution — 0.5% of their media spend or revenue received on advertising featuring animals — brands who join The Lion’s Share raise much needed funds for wildlife conservation and animal welfare. Founded by Finch , the UN Development Programme and Mars, Incorporated, and joined by Nielsen, The Economist Group and Clemenger BBDO, The Lion’s Share aims to raise $100 million a year within three years. While this may seem like an ambitious target, advertisers could collectively generate a significant amount of funding. If the top 10 advertisers alone were to commit to The Lion’s Share, together they would bring in $47 million alone each year. In this session, join Boaz Paldi, head of UNDP’s Engagement and Partnerships,