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a small portion of the advertising budget that uses animal images and actually use it to invest in. nature nature conservation protection of habitats in animals and out of this was born the lion s share initiative attracting some of the biggest names in the advertising industry and their customers which are the businesses that everybody knows in terms of the supermarket shelves of products that they buy a services that they buy together we have now launched the line show initiative a small percentage of advertising will go to fund the u.n. family and you n.d.p. as a partner and this will help to take these funds and back into conservation and protection of nature it s an extraordinary example of how business first of all can become part of the solution secondly the advertising industry speaks to billions of people every day it s an enormous opportunity to raise awareness and make us all part of the solution so he ll be on the line share a groundbreaking partnership and i hope it will c