New York – The Australian Made Campaign, the organization that administers the famous Australian Made logo, today announced a strategic partnership with The Lion’s Share Fund, an initiative co-founded by the United Nations Development Programme (UNDP) to harness private sector support for biodiversity and nature conservation.

The Lion’s Share aims to raise $100 million a year by asking advertisers to contribute 0.5 percent of their media spend for each campaign featuring an animal. “Images of animals appear in approximately 20 per cent of all advertisements that we see. Yet despite this, animals do not always receive the support that they deserve,” said The Lion’s Share Special Ambassador Sir David Attenborough.  Wildlife conservation is critically underfunded. The Lion’s Share aims to help change this by raising significant amounts of new money in a sustainable way. 

Under the partnership, Australian Made will encourage businesses to take positive action for biodiversity and environmental stewardship by joining the Fund’s growing list of partner organizations, including Sydney-based FINCH, co-founder of The Lion’s Share, Insurance Australia Group Limited (IAG), NRMA Insurance, D.A.M Studio and Dog & Cat Lovers Show, as well as global companies Mars, Incorporated, The Economist Group, Gucci, Cartier, Nielsen, JCDecaux, and BBDO.

Ulrika Modéer, UNDP Assistant Administrator and Director of the Bureau of External Relations and Advocacy, said: “Nature is declining at rates unprecedented in history. Scientists estimate that one million species are threatened with extinction – due to human activity. Through the Lion’s Share, companies have a chance to use their brands to connect with consumers, to show them what they believe in, and to make a positive difference.”

Australian Made Chief Executive, Ben Lazzaro, said: "The Lion's Share Fund is a great initiative and something that the Australian Made Campaign is proud to support. It is a simple way for brands that use animals in their marketing to make a difference and help ensure the longevity of our wildlife. The kangaroo is an Australian icon. It is the driving force behind the green and gold Australian Made logo, and is used in some of Australian Made’s marketing and promotion activities. By recognising the role kangaroos play in our advertising, we can help protect our native Australian wildlife, as well as animal welfare across the globe.”

Following the devastating bushfires in Australia in 2020, The Lion’s Share Fund issued two emergency grants to support wildlife protection and recovery in New South Wales and Kangaroo Island.  The Lion’s Share also issued 9 grants to support communities dependent on wildlife-based tourism – an industry that employs millions and finances critical wildlife conservation activities, but one that has been devastated by the pandemic. Since its launch in 2018, The Lion’s Share continues to support restoration of the Leuser Ecosystem of Sumatra, Indonesia and protection of critically endangered Sumatran tigers, elephants, rhinos, and orangutans.

Chris Nelius, Australian film director and co-founder of The Lion’s Share, said: "Our planet's biodiversity is in crisis. Now, through The Lion's Share, brands have a way to give something back when they use the image of an animal in their ads, and can contribute directly to the preservation of our planet for future generations. We are thrilled to have the Australian Made brand join our family, particularly because of Australian Made's vast and authentic connection to the Australian business community - and just like them, we're proud to be Aussie!"

The Lion’s Share is a paradigm shift in how advertising featuring animals is leveraged, empowering brands and consumers to prevent the extinction of animals including many iconic species.  Every new follow helps The Lion’s Share grow. Follow @TheLionsShare on Instagram and help change the world.

Learn more at TheLionsShareFund.com