Panthera released its 'Tiger Royalty' campaign which sees an artistic rights fee paid when tiger designs are used by brands. Participating brands will willingly pay the fee which will go towards helping save the endangered animal. All retailers who partner with Tiger Royalty will ensure that a portion of its sales will go to Panthera's Tiger Forever program, which hopes to increase tiger populations by 50 percent in the next ten years.
Brands who are interested in participating are encouraged to take a pledge, and contact Panthera to get more details on joining the initiative. The ad explains its message buy comparing rock stars royalties -- given to musicians when their image is used on clothing -- with tiger royalties, which are currently non-existent when images of the animal are used on products.
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