Animals have been used in advertising for over 150 years, and feature in approximately 20% of all adverts we see. Alarmingly, most popular animals used in these advertising campaigns are either endangered or threatened and face a precarious future. With over 1 million species at risk of extinction within decades, our planet is in crisis and the risk of losing iconic species has never been higher. The Lion’s Share presents an innovative mechanism that engages global brands and advertisers in global conservation efforts. The Fund, hosted by the UNDP, encourages privates sector companies to contribute 0.5% of their media spend on advertisements featuring animals to fund conservation and animal welfare projects around the world. The Lion’s Share is a simple way to make a powerful difference.