U.N. Panel On Sustainable Marketing In Davos A "Roaring" Success
Updated: Feb 4
It's not every day you get asked to help the United Nations Development Programme (UNDP) and The Lion’s Share put together a panel event in Davos.
But that's precisely what happened to us ahead of the World Economic Forum Annual Meeting, and we of course jumped on the occasion to be bring this important discussion to the stage at Davos (Zena Media's Head of Content Lea Jakobiak was one of the main Producers bringing the CNBC Catalyst panels to life during Davos).
Esteemed Environmentalist, Achim Steiner, Head of the the UNDP, believes "the entire economy thrives on the destruction of nature".
As a result, the UNDP is working in partnership with organisations such as The Lion's Share to tackle this problem.
Achim Steiner kicked off the conversation by explaining that 20% of all adverts feature an animal, even if the product is completelly unrelated to the animal in question.
Here are a few examples; Lloyds Banking Group using a horse, Cadbury's chocolate famously featuring a drummer Gorilla and the all-familiar Andrex puppy dog.
He also reminded us that advertising and PR offers a means to communicate with millions of people every single day.
As such, this communication should be responsibly, with sustainability and animal rights in mind.
Introducing, The Lion's Share, which is famously fronted by Game of Throne's Actor Nikolaj Coster-Waldau.
Every year, brands use images of animals in their advertising and marketing to make billions of dollars in revenue. Yet animals get nothing in return.
At the same time, a new ground-breaking study shows that humanity has caused the loss of 83 percent of all wild animals.
As a result, The Lion's Share and the UNDP think it is high time to ‘pay back’ animals in ads.
So, each time an animal appears in advertising, the company responsible will contribute to The Lion’s Share Fund hosted by UNDP.
In turn, those funds will be invested in initiatives and programmes that benefit animal welfare, conservation and wildlife environments worldwide.
The event was a "roaring" success! (Wink wink).
The vivid discussion was led by Bafta-winning TV Presenter and Journalist Emma Crosby. She was joined by Richard Edelman, CEO, Edelman PR and Andrew Robertson, CEO of BBDO, both kings of branding.
And also part of the discussion was Jude Ower, CEO of Playmob.
Together with the UNDP and Lion's Share, Playmob is launching an online game called Mission 1.5.
Playmob believes that games have the power to make real-world change.
And the numbers speak for themselves; 2.5 billion people play video games!
Getting people engaged with sustainability from a gaming point of view is a fresh take, and at Zena Media we're all for it.