Last Steptember, this show focussed on a research paper titled 'The Paradoxical Extinction of the Most Charismatic Animals', which noted that the population of virtual animals in our world was giving people a mistaken impression about the real number of those animals in the wild. One of the paper's concluding suggestions was that advertisers using animal images should contribute funds towards their conservation. A Sydney-based production company has now helped create exactly such an initiative. Executive producer and founder of FINCH Rob Galluzo, who, along with filmmaker Christopher Nelius, co-founded The Lion's Share Fund speaks to Reema Rattan and a guest from the previous show on the topic, Stephen Downes, about how idea evolved and how the initiative works.