Nikolaj Coster-Waldau, and Achim Steiner spoke today at Collision at Home about The Lion’s Share organization. The organization looks to protect endangered species by channeling some funding that large companies put into advertising into spending on protecting our environment. It’s basically putting in a voluntary tax earmarked for a specific cause. This is great to see and a model that other causes and organizations can follow. It’s so successful that the UN is joining forces with some of the biggest brands in the world to make sure humankind pays its debts.

The Lion’s Share Fund is a pioneering initiative that supports wildlife while elevating brands to resonate with audiences in a more meaningful way – thereby positively impacting the brand’s growth, trust, and profitability.

Advertisers win
They become more profitable and are perceived positively.

Humans win
We feel good by supporting a business for doing the right thing.

Animals win
Their lives and habitats are preserved, enabling them to thrive.

Check out The Lion’s Share.

I’m attending Collision at Home this week.