David Attenborough Launches Wildlife Fund for Advertisers
Firms signing up to Lion’s Share fund will give 0.5% of money spent on ad campaigns featuring animals to conservation schemes
By Jim Waterson
Businesses that sign up to the Lion’s Share fund will promise to give 0.5% of their spending on any advertising campaign featuring animals to UN-backed conservation programmes.
The first major brand to sign the pledge is Mars, which makes confectionary products including the eponymous chocolate bar and pet food. Andrew Clarke, the company’s chief marketing officer, told the Guardian he expected his company to contribute “several million dollars” to the fund during its first year, depending on how many adverts they produce featuring animals.
Asked whether this could create an incentive for him to reduce the number of animals used in adverts, he said: “We’re not going to be limiting our number of animals; we’re actually going to be increasing.”
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