Gucci, the fashion label from Italy, in its efforts to save wildlife, has joined The Lion’s Share Fund – an initiative to tackle crises in nature, climate and biodiversity worldwide.
Image Courtesy: money.yahoo.com
Led by the United Nations Development Programme (UNDP) and other UN partners and businesses, the project aims to raise US $ 100 million annually in next 5 years for animal conservation, biodiversity and climate.
And how! The project asks brands to contribute 0.5 per cent of their media spend each time an animal appears in their advertisements.
Commenting on the same, Marco Bizzarri, President and Chief Executive, Gucci, said “The Lion’s Share Fund is a significant addition to our conservation strategy. Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns.”
Marco also said “With the increasing threats to the planet’s biodiversity, groundbreaking initiatives like this have the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and most threatened species.”
Achim Steiner, UNDP administrator, stated “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.