Alessandro Michele’s vision for Italian brand Gucci has won him the support of young minds and hearts, and here’s another reason to love the brand—its involvement to help save animals.

Gucci has joined The Lion’s Share Fund, an initiative to help raise funds to tackle crises in nature, biodiversity and climate across the globe.

Led by the United Nations Development Programme (UNDP) and a coalition of businesses and partners, the fund aims to raise over USD$100 million a year within the next five years for animal conservation, biodiversity and climate by asking brands to contribute 0.5 per cent of their media spend every time an animal is featured in their advertisements.

UNDP administrator Achim Steiner says this partnership provides a unique opportunity for brands across all industries to join forces and help preserve and protect biodiversity across the globe.

“Wildlife populations are half the size they were just 50 years ago, and their habitats and ecosystems are destroyed at an unprecedented rate. The Lion’s Share is an idea that is as innovative as it is simple – and it makes a real impact on wildlife conservation."

Gucci has joined The Lion’s Share Fund, an initiative to help raise funds to tackle crises in nature.

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President and CEO of Gucci Marco Bizzarri says The Lion’s Share Fund is an important addition to its conservation strategy.

“Nature and wildlife provide Gucci with an inspiration that is an integral part of our collections and campaigns. This initiative has the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and threatened species.”

Launched in September 2018, the Fund has provided a grant to improve critical radio systems for law enforcement officers protecting wildlife in Mozambique’s Niassa Nature Reserve, helping reduce the elephant poaching rate to zero, and provided a grant to help secure land for endangered orangutans, elephants and tigers in North Sumatra, Indonesia.