Mars has committed to donate a percentage of its ad spend to conservation and animal welfare projects after signing up to the United Nations Development Programme (UNDP)’s ‘The Lion’s Share’ fund.
Making the announcement at the Cannes Lions festival, Mars – which spends more than $1bn on media globally – has urged other companies and brands to follow, saying action is needed from the corporate sector to tackle “these critical issues.”
The fund was set up by the UNDP with the ambition of raising $100m a year within three years, with the money being invested in a range of wildlife conservation and animal welfare programs.
“Animals are in 20% of all advertisements we see. Yet, they do not always receive the support they deserve. Until now,” said the fund’s special ambassador Sir David Attenborough.
It’s also been found that nine out of the 10 most popular animals in ads are endangered or threatened.