Raising funds for wildlife conservation through an innovative collaboration
Gucci joined The Lion’s Share Fund in 2020, a unique initiative raising much-needed funds to tackle the crisis in nature, biodiversity and climate across the globe.
Led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners, the Fund’s goal is to raise over 100 million USD every year over the next five years by asking brands to contribute 0.5% of their media spend whenever an animal is featured in their campaigns. Animals appear in approximately 20% of advertisements around the world and the Fund is an innovative concept that organically connects the business community with on-the-ground action to protect wildlife and its natural habitat.
Our ongoing contribution to The Lion’s Share Fund is an important addition to our conservation strategy, complementing the biodiversity and forest conservation we support through our annual REDD+ (reducing emissions from deforestation and forest degradation) offsetting programme and our commitment to carbon neutrality.
Nature and wildlife provide Gucci with inspiration and form an integral part of our narrative through our collections and campaigns – we are committed to wildlife conservation.
This partnership with Gucci marks the continuing evolution of this innovative fund, which provides a unique opportunity for brands across all industries to join forces and help preserve and protect biodiversity across the globe.
The Lion’s Share Fund in numbers:
- Protecting the last 4,000 wild tigers and reducing elephant poaching
- Improving the welfare of over 200 million animals
- Securing 1 million hectares of wilderness