UNDP: The Lion's Share
The United Nations Development Programme (UNDP) sought an initiative to address the paradox of animals' pervasive use in advertising versus their lack of support. The goal was to engage brands using animal imagery to contribute financially to global wildlife conservation and animal welfare, thereby advancing Sustainable Development Goals.
Creative Idea
Brands using animal images in ads donated a percentage of media spend to conservation.
The Lion's Share initiative urged brands using animal imagery in ads to donate 0.5% of their media spend to a trust, leveraging pervasive marketing visuals as a direct funding stream for global wildlife conservation and animal welfare, aligning with Sustainable Development Goals.
Creative Strategy Deconstructed
Company
UNDP, with its global development mandate and UN backing, credibly launched an initiative for worldwide environmental impact.
Category
Advertising often features animals for appeal without direct support, creating a disconnect between imagery and responsibility.
Customer
Brands and consumers increasingly sought tangible ways to demonstrate corporate social responsibility and environmental stewardship.
Culture
A growing global awareness of extinction crises and the UN's Sustainable Development Goals provided a powerful context for action.
Company
UNDP, with its global development mandate and UN backing, credibly launched an initiative for worldwide environmental impact.
Category
Advertising often features animals for appeal without direct support, creating a disconnect between imagery and responsibility.
Strategy:
Leverage pervasive commercial imagery to fund critical global conservation efforts.
Customer
Brands and consumers increasingly sought tangible ways to demonstrate corporate social responsibility and environmental stewardship.
Culture
A growing global awareness of extinction crises and the UN's Sustainable Development Goals provided a powerful context for action.
Strategy:
Leverage pervasive commercial imagery to fund critical global conservation efforts.
Results
The Lion's Share initiative has already signed on 7 major organizations, equating to more than 50 brands. They have raised $16 million from these brands' ads alone, without running a single ad for The Lion's Share itself. The initiative has helped stop elephant poaching in Mozambique by digitizing all ranger communication technology. To protect Sumatran Tigers, Rhinos, and Orangutans, they have purchased 260,000 hectares of rainforest. In South America, they are working with 13 countries to develop a sustainable program to protect jaguars. In the West Pacific Ocean, they are restoring 5.7 million km² of coral reef, which is home to over 2000 species of fish. The ambition is to raise over $100 million per annum.
7
major organizations signed
$16 million
raised from brand ads
$100 million
annual fundraising ambition
Strategy Technique
Make the Brand the Hero of a Bigger Fight
The initiative allowed brands to align their commercial activities with a significant global mission - saving species and preserving habitats. It transformed their advertising spend into a tangible commitment to sustainability.
Explore Technique
Creative Technique
ESG
The campaign directly engaged corporations in environmental and social governance by asking them to contribute financially. It turned their existing marketing practices into a mechanism for positive impact.
Explore Technique
Craft Breakdown
The campaign's exceptional craft comes from its compelling narrative delivered by an iconic voice, visually supported by sophisticated animation and thoughtful design that transforms complex data into an engaging and persuasive call to action.
The script masterfully articulates the problem, presents a clear, simple solution, and builds a compelling case for action, imbued with Sir David Attenborough's authoritative voice.
Sir David Attenborough's iconic and profoundly persuasive delivery lends unparalleled gravitas and urgency to the campaign's critical message, making him the anchor of its emotional and intellectual appeal.
Dynamic motion graphics, animated icons, and clear data visualizations effectively translate abstract concepts and the initiative's global impact into easily digestible and engaging visual information.
The cohesive integration of branding, typography, and visual hierarchy creates an authoritative and trustworthy aesthetic that complements the narrative and enhances the campaign's credibility.
The powerful synergy between Sir David Attenborough's authoritative delivery and the visually engaging animated explanations creates an exceptionally persuasive and memorable campaign.
