A Winning Partnership – Mars Celebrates The Lion’s Share Grand Prix Win at Cannes

Jul 29, 2019 9:05 AM ET

As the world’s largest veterinary health group and a leading pet food producer, we know how much animals — both big and small — are loved across the world.  And as one of the top global advertisers, we also know that nearly 20 percent of all ads star animals.

Unfortunately, a full 90 percent of the most popular animals that appear in all ads – majestic creatures like rhinostigers and snow leopards –  are either endangered or on their way there due to climate change and shrinking habitats, or illegal trafficking. And as many as 10,000 species a year become extinct due to human activity – around 1,000 times the natural rate. These issues require serious efforts to counteract.

Along with the United Nations Development Programme (UNDP), we put our creativity to work to help the animal kingdom through The Lion’s Share Fund,a unique initiative which asks advertisers to contribute much-needed funds to support wildlife conservation and animal welfare across the globe. Members commit to donating 0.5 per cent of their media spend every time an animal is featured in their advertisements in an effort to stop the further erosion of the earth’s biodiversity, one of the greatest environmental challenges we face today. 

And just last month, The Lion’s Share Fund was awarded a Grand Prix award by the 2019 Cannes Lions Festival of Creativity. 

Over the past decade, one in four Cannes Lions Grand Prix winners have featured animals in their advertising campaigns. Despite this, animals do not always receive the support that they deserve. In fact, it’s the opposite – nine out of the top 10 most popular animals used in ads are either endangered or on the threatened list. 

Responding to the Grand Prix award win, Jane Wakely, Lead Chief Marketing Officer for Mars, said: “The Lion’s Share is an innovative and bold illustration of what is possible when we combine our creative and media muscle as an industry to help prevent the extinction of so many iconic species. For Mars, it’s another step in living the commitments of our Sustainable in a Generation Plan. Our mission is the conservation of hope. This is just the beginning – we urge other companies, brands, media and creative agencies to join us and help build this movement. Let’s transform the way we support animals and their habitats today to make a lasting impact on biodiversity and animal conservation tomorrow.”

While awards like the Cannes Lions Grand Prix are a true honor for Mars, as a purpose-driven company we are most proud of how partnerships like this one are creating the world we want tomorrow today.

For more information , visit www.thelionssharefund.com