Luxury brand Cartier, has joined The Lion’s Share Fund, an award-winning and groundbreaking initiative that unites brands, conservationists and consumers to tackle the crisis in nature, biodiversity and climate.

Led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners, the innovative Fund aims to raise over $100 million per year within the next five years to halt biodiversity loss and protect habitats by asking brands to contribute 0.5% of their media spend every time an animal is featured in their advertisements.

Through The Lion’s Share, the corporate world can now make a contribution each time an animal appears in their ads, raising money for wildlife conservation, habitats, and animal welfare. A simple way to make a powerful difference.

“The beauty of the natural world has always been a source of inspiration and creativity for Cartier’s timeless pieces,” said Cyrille Vigneron, President and Chief Executive Officer, Cartier International. “As citizens of the world, we believe it is our duty to protect its biodiversity and make an impact on wildlife conservation. This means enhancing Cartier’s support for innovative partnerships such as ‘The Lion’s Share Fund’ and joining forces to preserve the world’s natural heritage for future generations.”

Launched in September 2018, the Fund has helped the Niassa National Reserve in Mozambique to eliminate elephant poaching, by improving critical radio systems for law enforcement officers protecting wildlife.  It has also co-financed the purchase of land for critically endangered orangutans, elephants and tigers in North Sumatra, Indonesia, and is expanding its work, creating an all-female team of forest rangers and the island’s first rhino sanctuary. In February following the devastating bushfires in Australia, The Lion’s Share Fund issued two small grants to support efforts to treat and rehabilitate injured wildlife throughout New South Wales and to protect the Kangaroo Island Dunnart from going extinct.

In response to the COVID-19 crisis, The Lion’s Share recently announced new grants to support communities dependent on wildlife-based tourism – an industry that employs millions and is critical to wildlife conservation around the world, but one that has been devastated by the pandemic.

The grants will fund  local projects in nine countries across Africa, Asia and Latin America to build resilience in wildlife-rich areas and support protection of threatened wildlife in their last strongholds.

For more information, visit TheLionsShareFund.com

Image Courtesy – The Lions Share Fund