Tourism

A simple way your ads can make a powerful difference in the world

Ads, if done well, make brands money. That’s a given. But what if your ads could also help make the world a better place?

Speaking yesterday at Travel DAZE 2019, Christopher Nelius, director at production company Finch, spoke about an Aussie-led initiative that allows brands to give back to the world and some of its most important inhabitants.

The Lion’s Share is an enterprise co-founded and supported by the UN Development Programme. The fund is an easy way the corporate world can make a contribution each time an animal appears in their ads, raising money for wildlife conservation, habitats, and animal welfare.

In his speech, Nelius discussed how for 150 years, advertising has used animals to help sell products, but get nothing in return.

“Animals are a tried and true, effective way to sell a product. On average, 20 per cent of ads today have animals in them,” he told attendees.

“But there’s a problem with that – there’s a disconnect. Because despite all those great feelings that we can use animals to generate, real animals are not doing well at all.

“We can put a tiger on a cereal box, but real tigers are a lot of trouble. We know that rhinos are in trouble, we know that koalas are in trouble. The Great Barrier Reef is in trouble, and I don’t need to tell you about the Amazon.”

“Real animals,” Nelius said, “are not okay, yet they’re helping us sell products.”

DSC_9340
Finch’s Christopher Nelius speaking at Travel DAZE 2019.

As a film director working in the advertising industry, Nelius wanted to find a way corporates could give back to animals and make a difference to the planet.

The way Lion’s Share works is brands voluntarily sign up to the initiative and commit to donating a small percentage of the overall media spend for an ad campaign. That money goes into a fund that will then be dispersed across the world to save species from extinction, preserve wildlife habitat, and look after animal welfare.

However, the donation is only necessary for campaigns with an animal in it. If there’s no animal, there’s no need to pay.

Last year, half a trillion dollars was spent on advertising globally, and 20 per cent of those ads included animals.

“If we can get a tiny little bit from each advertising campaign, once you put that together, we’ll be able to generate over 100 million dollars a year in perpetuity,” Nelius explained.

“This isn’t a three year idea. This is something that’s going to go beyond our lifetimes.”

Backed by ambassador Sir David Attenborough, the initiative is only a year old, but in its first year has raised between $6 million and $8 million dollars.

Recently signing its first Australian brand, IAG, Nelius is certain it’s only a matter of time before more Aussie brands join the Lion’s Share

“CGU and NRMA are the first Australian brands to come on board,” he said.

“Some have said no, but it’s inevitable that they’re going to join because it’s the right thing to do.”

Nelius also noted that it’s not just about the right thing to do, but it also helps brands improve their bottom line.

“It’s about how you can get more people to buy your products. We live in a world today where people want to buy products that do good,” he said.

“I’d say the time for talk is over – we need action. This is the way that brands today can sign up to make a difference.

“So, when we start generating 100 million dollars a year, we will push the needle, however small that might be, but globally will make the world a better place.”


Kudos to all the sponsors for Travel DAZE 2019, which you can check out below…

TDAZE19_sponsor_block


SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Cruise

“Abducted by luxurious pirates!” Crystal Cruises ship heads to Bahamas after US issues arrest warrant

The Crystal Symphony is channelling its inner OJ Simpson by running from the law. Unfortunately the cruise ship doesn’t have Al Cowlings by its side to keep it going.

Share

CommentComments

Aviation

United Airlines flight turned back after passengers start a “riot”

These two unruly passengers decided “if I can’t have business class seats, then no one can have business class seats!”

Share

CommentComments

Aviation

Scoot to resume Singapore-Gold Coast flights in February

Ready your wallets, because this may be one of the more expensive Valentine’s Days with a spontaneous venture to south-east Asia.

Share

CommentComments

Travel Agents

Travel workers stage national day of action urging politicians to introduce AFTA’s recovery package

Travel industry folk across the country are participating in a National Travel Day of Action outside the offices of key federal and state parliamentarians today to speak up about the industry’s unique struggle.

Share

CommentComments

Hotels

Club Med’s Pacific boss speak out against WA’s delayed reopening

The kings of the all-inclusive holidays have signalled their support for WA’s travel agent community, blowing a big raspberry in Premier McGowan’s direction.

Share

CommentComments

Hotels

REVIEW: QT Melbourne is a luxury boutique with a rock ‘n’ roll mentality

by Ali Coulton

QT’s Melbourne property is the embodiment of everything we love about the Victorian capital – it’s both uber-chic and a little bit bad-ass.

Share

CommentComments

Aviation

Qantas group cuts capacity after WA delays border reopening indefinitely

Aussie airlines are having to continuously lower expectations, announcing more cuts than a post-lockdown hair salon.

Share

CommentComments

News

ICAO Report says Ryanair bomb threat ‘deliberately false’

by James Harrison

The new report from ICAO has exposed a bold move of political repression by the Belarusian president, who allegedly orchestrated a bomb scare on a Ryanair flight.

Share

CommentComments

Travel Agents

Agent shines a light on cruising in a time of COVID

After two years of being denied her usual travel escapades, this Queensland-based travel agent had the opportunity to dust off her suitcase and give travellers confidence by sharing her experience.

Share

CommentComments

News

Entry restrictions eased for international travellers

by Ali Coulton

Those with a debilitating fear of having foreign objects wedged in their noses will be over the moon upon reading this recent announcement from the Minister of Health.

Share

CommentComments

Hotels

Fitzroy Island Resort gets million-dollar makeover as bounce-back anticipation grows

Queensland’s ultra-luxe island resort is about to get at least 60 per cent more lavish, by our reckoning. However, we made that stat up on the spot so best to just click here and see for yourself.

Share

CommentComments

Tourism

Journey Beyond Group Looks Beyond 2022 and Releases 2023 Season!

by Sponsored By Journey Beyond

Journey Beyond is going above and beyond to take you to infinity… and beyond. Or at least to 2023, a good start!

Share

CommentComments