Gucci’s Wildlife Support.

Music by: Cabaret Nocturne – Hidden Gate.

It’s CULTED with your 60-second NEWS BLAST.

Gucci has become the first luxury fashion brand to sign up to The Lion’s Share Fund. Not heard of it? Let us fill you in.

The Fund aims to raise over $100 million a year for biodiversity, animal conservation and the climate. It’s led by the United Nations Development Programme and a group of businesses who have all come together to help global animal welfare.

But how does the scheme work?

Every time a brand features an animal in one of their ads, the advertiser donates a percentage of their media spend to The Lion’s Share. This money then goes towards wildlife conservation and global animal welfare. It doesn’t matter if the animal in the ad is real, cartoon or CGI, money still gets donated. Cool right?

According to Gucci, animals appear in about 20% of the world’s ads, but they said “despite this, animals do not always receive the support they deserve. The Lion’s Share gives brands an opportunity to take significant action and play their part in protecting our planet”

So guys, which other brands do you want to see join The Lion’s Share Fund?

All of them, please!

Let us know below.

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See also: PRADA SIGNS SUSTAINABILITY LOAN

See also: GUCCI’S CLIMATE CHALLENGE