The Lion's Share is an innovative wildlife conservation and animal welfare fund initiated by the private sector and UNDP. The initiative is to be capitalized by funds collected from advertisers when images or footage of animals are used in advertisements. In joining The Lion's Share, an advertiser commits to donate 0.5% of the media spend on their advertisements that feature animals. The funds will be collected by The Lion's Share Fund and then disbursed globally to have the maximum impact on animal conservation, biodiversity and animal welfare, and help advance the Sustainable Development Goals. The Lion's Share initiative was announced at the Cannes Lion's International Festival of Creativity in June 2018. The Lion's Share was launched at the United Nations Headquarters in New York Ci