Sir David Attenborough launches advertising industry-supported wildlife fund

Sir David Attenborough has backed a new advertising industry wildlife funding initiative, which will see partners contribute 0.5% of their media spend for each advertisement they use featuring an animal.

The initiative, a fund called The Lion’s Share, was developed between The United Nations Development Programme, Sydney-based production company Finch and Clemenger BBDO.

Mars has come on board as a founding partner, telling The Guardian it expects to contribute “several million dollars” during the fund’s first year.