According to a new recommendation by the United Nations Development Programme dubbed Lion's Share, companies that use animal’s images will now be requested to part with a little of their profit to raise funds for wildlife conservation.
The corporate world in all UN member states will now be requested to make voluntary contributions of 0.5 per cent every time an animal appears in their adverts.
The new fund aims to raise US$100 million (Sh10 billion) annually in the next three years. The money will be invested in initiatives and programmes that benefit animal welfare, conservation and their environments worldwide.
Kenyan businesses like Kenya Commercial Bank which uses a lion in its logo or Nakumatt chain stores that uses elephant symbol are some of the businesses that will be requested to make the voluntary contributions of their media spending for each TV, print or online marketing campaign featuring an animal.
The Lion's Share Fund gives brands the opportunity to take urgent and significant action to play their role in protecting wildlife conservation and animal welfare by raising money, beyond corporate social responsibility, in a more sustainable way.
The deal was signed during the fourth session of the United Nations Environment Assembly (UNEA) in Nairobi, which brought together more than 4,700 delegates including six heads of state, environment ministers from 88 countries, business leaders and civil society representatives from across the world.
Statistics compiled by UN indicate that advertisers worldwide spend about US$300 billion (Sh30 trillion) and the campaigners think the 0.5 per cent is a tiny fraction of the global budget that will see them raise a minimum of US$100 million annually.
Out of the Sh30 trillion spending, animals appear in approximately 20 per cent of all advertisements in the world, yet despite this, animals do not always receive the support they deserve.