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Two IAG-owned insurers have become the first Australian brands to partner with The Lion’s Share Fund, an initiative co-founded and supported by the United Nations Development Programme (UNDP).
NRMA and CGU have teamed up with The Lion’s Share Fund to help raise money for wildlife conservation, habitats, and animal welfare.
The Lion’s Share asks advertisers to contribute 0.5% of their media buy for each campaign featuring an animal, to raise $100 million over the next three years, which will be invested in initiatives and programs that benefit animal welfare, conservation, and their environments worldwide.
“Our NRMA Insurance ‘Every home is worth protecting’ campaign, featuring Arlo the koala, launched recently and is the first local campaign to support the initiative,” said Brent Smart, IAG chief marketing officer, in an AdNews report. “In addition, we are working with The Lion’s Share to scout and develop local initiatives as part of this global fund. We encourage other Australian brands to join together, we can make a bigger impact.”
“The revenue generated from this ambitious and innovative partnership will make a real and lasting effect on the future of our planet and the animals we share it with,” said Achim Steiner, UNDP administrator.
David Attenborough, Lion’s Share special ambassador, noted, however, that the new fund is not receiving the support it needs and deserves, despite animals appearing in 20% of advertisements, AdNews reported.
