By
Chief Marketing Officer
Edited: 30 Sept 2025
10 min read
A new movement for the media, marketing and advertising industry
What if every campaign you booked could restore woodlands, revive wetlands, and protect habitats across the UK?
That’s the idea behind Media in Service of Nature, a new industry-wide movement, launched with founding members including giffgaff and MG OMD, that turns a fraction of media spend into real-world climate and nature impact.
Our ambition is bold: to raise £200 million for UK nature by 2030. That’s the equivalent of restoring an area the size of Birmingham.
What’s in it for the industry?
For brands: a new way to differentiate in crowded markets, rebuild trust with consumers, and connect campaign delivery to corporate climate goals.
For media agencies: a chance to win more business, bring new value into client conversations, and strengthen long-term partnerships.
For media owners: a way to secure a larger share of media plans and position your inventory as climate-positive.
Why now?
Media & advertising has always been a powerful driver of consumer choice and cultural influence. Today, the industry also has the chance to be a driver of environmental restoration.
Consumers increasingly expect the brands they buy from to take credible, transparent climate action.
Agencies and media owners are under pressure to show sustainability leadership in pitches and partnerships.
Align with the UK Government’s 30x30 commitment to protecting 30% of land and seas for nature by 2030.
Media in Service of Nature gives the industry a simple, credible way to meet those expectations.
How it works
The mechanic is simple:
Brands and agencies agree to commit a small % of their campaign media spend (typically around 1%).
Media owners align with that commitment.
Ecologi directs the funds to verified UK nature recovery projects, from peatland restoration and woodland creation to innovative carbon removal techniques like enhanced rock weathering and biochar.
Every contribution is tracked and evidenced through Ecologi’s rigorous frameworks and Public Impact Ledger.
The result? Every campaign helps rebuild ecosystems and captures carbon, while delivering measurable business value that generates a compelling story of climate impact that engages all stakeholders
Who’s involved?
Organisations leading the way
Media in Service of Nature is already supported by leading players across the sector, including:
Together, they’re proving that a small shift in campaign planning can add up to transformative impact for UK nature.
Join the movement
Media in Service of Nature is just getting started – and we’re looking for more members to join us.
By embedding a commitment to UK nature into your media campaigns too, you can help us hit our £200m target, support the UK’s 30x30 goals, and lead the way in sustainable media.