Rob Galuzzo, Founder/EP of FINCH on Animal Welfare and Conservation

FINCH, a production company in Sydney, has conceived a simple yet effective idea where advertisers can help raise the much-needed funds to help animals and conservation everywhere. But this is not a solo effort. FINCH together with the Clemenger BBDO, United Nations Development Program (UNDP) and founding partner Mars have already launched the initiative where companies participating in this program will make a 0.5 percent of their media spend to Lion's Share each time an animal appears in advertising. With the money raised the UN and Civil Society Organizations can implement efforts to achieve the goals set out by Lion's share.

Says Rob Galluzzo (pictured), founder and executive producer at FINCH: "I am passionate about habitat conservation, and animal welfare. That's why I applaud LIA for the Gorilla Doctors' competition. It is good to see them investing in this competition that will generate the best ideas to benefit animal welfare and the environment in countries like Rwanda. It will be very interesting to see all the great ideas that will surface at the judging of this contest at the end of this week."