• by Richard Whitman , Columnist, June 23, 2015

Mullen Lowe has launched a program this week that will see the value of any and all Lions it wins during Cannes Lions donated to hunger and earthquake relief efforts in Nepal.

The program, Can Your Lions, encourages other Cannes Lions-winning agencies to join the cause by declaring their intention on the site or by supporting the effort publicly using the hashtag #canyourlions.

According to the Can Your Lions site, it costs fifty cents to feed a person in Nepal for an entire day. Based on that number, a Grand Prix -- worth $2,906 -- would feed a person for 5,812 days and a Gold, Silver or Bronze -- each worth $1,280 -- would feed a person for 2,560 days. 

Currently, it appears that calls for industry participation have so far gone unanswered. Mullen Lowe Group is the only pledging partner listed on the site. Come on, agencies! After all the obscene cash you spent to get to Cannes this week, donating the value of your Cannes Lions wins is just a drop in the bucket. 

Of the effort, Mullen Lowe Global CEO Alex Leikikh said, “We’re excited to be in Cannes celebrating the best of global creativity, and we’re hopeful that the global creative community will join us in sharing our good fortune in support of this important humanitarian initiative."

Step up, people!