Luxury apparel brand Gucci is the first apparel firm to join The Lion’s Share Fund, a nature conservation initiative led by the United Nations’ Development Programme (UNDP).

The fund aims to raise US$100 million per year within the next five years to support animal conservation, biodiversity and combat climate change. Partners contribute 0.5 per cent of their media spend each time an animal is featured in their advertisements.

The Lion’s Share Fund has, to date, successfully completed several nature preservation projects which includes purchasing land in Indonesia to safeguard orangutan and tiger habitats, and upgrading Mozambique’s Niassa National Reserve to a digital radio communication system.

It’s vital work, started by global confectionaries company Mars and Australian production company Finch before gaining the support of the UNDP, is reliant on funding to undertake projects across various geographies.

To generate income, partners donate a small portion of the sum they would otherwise invest into advertising campaigns which feature animals to enable the initiative to kickstart new projects.

“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,” said UNDP’s administrator, Achim Steiner.

“Wildlife populations are half the size they were just 50 years ago, and their habitats and ecosystems are destroyed at an unprecedented rate due to human activity. The Lion’s Share is an idea that is as innovative as it is simple – and it makes a real impact on wildlife conservation.”

With the anticipated rate of funding, the initiative has lined up projects in Africa, Asia, Latin America and across marine and coastal areas.

Ensuring the future of Asia’s flagship species like elephants, rhinos and lions is a high priority, as too is addressing the populations of big cats across both Asia and Latin America. Preventing the eradication of tropical coral reefs and securing their long-term future is also on the initiative’s agenda.

“The Lion’s Share Fund is an important addition to our conservation strategy,” Gucci’s CEO, Marco Bizzarri noted. “Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns. With the increasing threats to the planet’s biodiversity, ground-breaking initiatives like The Lion’s Share Fund have the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and most threatened species.”

Source: EcoTextile News