It would be a stretch to describe Jaime Lannister, the character in the hit TV Show Game of Thrones, played by Danish actor Nikolaj Coster-Waldau, as a positive role model.

In real life, Mr. Coster-Waldau couldn’t be more different. As Goodwill Ambassador for the UN Development Programme (UNDP), he raises awareness and support for the Global Goals, with a focus on empowering women and fighting climate change.

On Wednesday, he came into the VIP Social Media Zone to spread the word about an UNDP initiative launched in June, the Lion’s Share Fund, which asks businesses to contribute a small percentage of their advertising budgets to conservation and animal welfare projects.

He started by telling Karin Orantes of the UN Social Media team, why he is so passionate about the initiative.