Cannes Lions announces €279,000 distribution of Sustainable Development Goals Lions proceeds

Cannes Lions has announced that the funds generated from entries in the Sustainable Development Goals Lions will be distributed to The Lion’s Share Fund. A joint initiative from the United Nations Development Programme (UNDP), FINCH, founding partner Mars, alongside creative agency BBDO, The Lion’s Share won the SDG Lions Grand Prix at the 2019 Cannes Lions International Festival of Creativity. The aim of The Lion’s Share is to make a lasting impact on biodiversity and animal conservation, by recognising that the natural world is in crisis. Nine out of the 10 most popular animals in advertising are endangered or threatened. The Lion’s Share aims to raise $100m a year by asking advertisers to contribute 0.5% of their media spend for every advert that features an animal.Philip Thomas, Chairman, Cannes Lions, said: “We launched the SDG Lion to ensure the industry is harnessing its creative power to transform the world and support the United Nations’ Global Goals. It’s a privilege, on behalf of all the entrants, to donate the proceeds to such an impactful project that asks the industry to contribute to and consider animal conservation in advertising.”