Iconic jeweler and watchmaker Cartier joined The Lion’s Share Fund — an initiative combating animal conservation, habitat loss and climate change — earlier this week.

Launched in 2018 by the United Nations Development Program, The Lion’s Share Fund asks participating brands to contributie 0.5% of media profits every time an animal appears in a promotional campaign. Animals are used in roughly 20 percent of all advertisements around the globe, according to The Lion’s Share Fund. 

Numerous corporations, including some luxury brands such as Gucci, join Cartier in support of the fund. Their goal is to raise over $100 million dollars every operational year. President and Chief Executive Officer of Cartier Cyrille Vigneron said the brand joins the fund to preserve natural heritage for future generations.

“The beauty of the natural world has always been a source of inspiration and creativity for Cartier’s timeless pieces,” said Vigneron. “As citizens of the world, we believe it is our duty to protect its biodiversity and make an impact on wildlife conservation.”

So far, the initiative has aided animals and natural resources worldwide. The fund has helped eliminate elephant poaching in certain parts of Mozambique, purchased habitat for endangered species in North Sumatra and even issued grants for wildlife affected by Australia’s February wildfires. 

UNDP Administrator Achim Steiner said the fund shows the potential of humans acting together to combat global issues.

“Wildlife and biodiversity underpin the well-being, safety, and resilience of all societies. Yet, one million animal and plant species are at risk of extinction in the coming decades due to human activity,” Steiner said. “The COVID-19 crisis is a stark reminder that we ignore our disruption of nature at our peril.”