GiffGaff and MG OMD launch initiative to offset carbon from media campaigns

Mobile network operator GiffGaff and media agency MG OMD have launched the ‘Up to Good Collective Fund’ to encourage clients and agency partnersto help support climate action initiatives.

The fund will invite firms to donate a precentage of their media spend or ad value to help further environmental projects set up by GiffGaff and partner agency MG OMD.

Donations made to the fund will be used to help three key initiatives including; the distribution of fuel-efficient cooking stoves in Kenya, the installation and maintenance of water boreholes in Eritrea and mangrove restoration in Pakistan.

Developed in collaboration with climate platform Ecologi, the three projects were chosen to offset the carbon impact of media campaigns – especially in the cases where it can’t be eliminated from a media plan.

“We wanted to push ourselves to deliver a media plan that builds our brand while funding climate action – and that’s where the idea for the Up To Good Collective Fund was born,” said GiffGaff marketing strategy director, Georgina Bramall.

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“It’s been incredible to see the growth of the fund and the growth of the impact we can make. I’m excited to see how we can grow this beyond our own media footprint in the future.”

Having already received significant industry backing from the likes of Bauer, Global, Snap and LadBible, contributions made to the fund are entirely voluntary and do not require the donating firm to be directly working with the phone provider or MG OMD.

The Up to Good Collective Fund forms part of GiffGaff’s ‘Up to Good’ brand platform launched with an integrated campaign by creative agency Neverland in April last year.

MG OMD CEO, Natalie Bell added: ”We’re really proud to have created the Up To Good Collective Fund with Giffgaff and are delighted to see so many of our media partners are joining up.

“As well as our mission to reduce the carbon emissions in our media planning work, we believe the media industry has an immense power to be a force for good and the Up To Good fund is a great example of that.


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