Turn media spend into verified UK nature recovery
Differentiate your campaigns and engage your customers with measurable impact funding £200m together by 2030.
Turn media spend into verified UK nature recovery
Differentiate your campaigns and engage your customers with measurable impact funding £200m together by 2030.
Turn media spend into verified UK nature recovery
Differentiate your campaigns and engage your customers with measurable impact funding £200m together by 2030.
Businesses already signed up
Businesses already signed up
What is Media in service of nature?
Media in service of nature is a collective commitment from brands, agencies and media owners to dedicate a small percentage of campaign spend to UK nature recovery.
The idea began with giffgaff, MG OMD and Ecologi, alongside 11 media partners, through the Up To Good Fund. It proved that media budgets can deliver both business growth and environmental restoration. Now we’re scaling the model across the industry.
Case study
Integrating nature restoration into a media ecosystem
With Ecologi, giffgaff and MG OMD established a pioneering new mechanism to embed UK nature recovery into their media campaigns, proving that UK nature recovery can sit alongside campaign performance.
Case study
Integrating nature restoration into a media ecosystem
With Ecologi, giffgaff and MG OMD established a pioneering new mechanism to embed UK nature recovery into their media campaigns, proving that UK nature recovery can sit alongside campaign performance.
Impact on the ground
Read about the UK nature restoration projects funded by the Media In Service of Nature movement.
Funded to date:
19.9k+
19.9k+
trees funded
trees funded
trees funded
2.8k+
2.8k+
tCO2e avoided
tCO2e avoided
tCO2e avoided
13.9k+
13.9k+
m² habitat restored
m² habitat restored
m² habitat restored
132+
132+
tCO2e removed
tCO2e removed
tCO2e removed
How it works
Commit
Brands, agencies and media owners agree a % of campaign spend (typically 0.1%).
Communicate
Communicate the approach with your media ecosystem and align stakeholders.
Fund
Ecologi directs the funds to verified UK climate and nature projects, from peatland restoration to woodland creation.
Impact
Every contribution is tracked measured your public profile, like giffgaff's and evidenced through Ecologi’s Impact Ledger.
Set your commitment
Brands, agencies and media owners agree a % of campaign spend (typically 1%).
Collaborate
Communicate the approach with your media ecosystem and align stakeholders.
Fund recovery projects
Ecologi directs the funds to verified UK climate and nature projects, from peatland restoration to woodland creation.
Track your impact
Every contribution is tracked measured your public profile, like giffgaff's and evidenced through Ecologi’s Impact Ledger.
Set your commitment
Brands, agencies and media owners agree a % of campaign spend (typically 1%).
Collaborate
Communicate the approach with your media ecosystem and align stakeholders.
Fund recovery projects
Ecologi directs the funds to verified UK climate and nature projects, from peatland restoration to woodland creation.
Track your impact
Every contribution is tracked measured your public profile, like giffgaff's and evidenced through Ecologi’s Impact Ledger.
Why join the movement?
Brand growth
Build credible UK nature recovery into your campaigns - strengthening brand trust with customers and stakeholders.
Stand out in competitive markets
Link media activity to measurable restoration across named UK projects, helping your brand lead with action, not promises.
Strengthen customer loyalty
Give audiences a sustainability story they can see and understand - turning campaigns into long-term positive impact.
Report with confidence
Use verified impact data from Ecologi’s Public Impact Ledger to evidence your contribution and avoid greenwash risk.
Why join the movement?
Brand growth
Build credible UK nature recovery into your campaigns - strengthening brand trust with customers and stakeholders.
Stand out in competitive markets
Link media activity to measurable restoration across named UK projects, helping your brand lead with action, not promises.
Strengthen customer loyalty
Give audiences a sustainability story they can see and understand - turning campaigns into long-term positive impact.
Report with confidence
Use verified impact data from Ecologi’s Public Impact Ledger to evidence your contribution and avoid greenwash risk.
Why join the movement?
Brand growth
Build credible UK nature recovery into your campaigns - strengthening brand trust with customers and stakeholders.
Stand out in competitive markets
Link media activity to measurable restoration across named UK projects, helping your brand lead with action, not promises.
Strengthen customer loyalty
Give audiences a sustainability story they can see and understand - turning campaigns into long-term positive impact.
Report with confidence
Use verified impact data from Ecologi’s Public Impact Ledger to evidence your contribution and avoid greenwash risk.
Join the movement today
Please complete our form to connect with an Ecologi Account Manager to join the media in service of nature fund.
FAQs
Who do I contact for help?
Your assigned Account Manager (contact details included in your confirmation email) is your first point of contact for support.
For urgent queries, you can also reach out to our support team at support@ecologi.com.
Where are the funds going?
All funds from the Media In Service of Nature movement should go towards high quality UK-based nature recovery projects, which preferably align with the Government's 30 X 30 mission. All funds allocated with Ecologi will go towards Ecologi's UK Climate & Nature fund. The Fund supports projects exclusively based in the UK which are aligned to the 30x30 mission, including reforestation, peatland, wetland & wildflower restoration and the protection of ancient woodlands. It also funds early stage carbon removal projects, including biochar & enhanced rock weathering which lock away carbon whilst improving soil health. For more details, follow the link link
Where can I see my impact?
Your impact will be shown on your Ecologi profile. Each member of your media ecosystem will create an Ecologi page, which will be linked to the Brand involved. Check out giffgaff’s Up To Good Profile for an example here: https://ecologi.com/giffgaff
How can I talk about the Up to Good Fund? What can I claim?
See below a strapline which you can use in your communications:
We are part of a collaborative movement in the media & advertising sector to fund £200 million for UK Nature by 2030. This funding aligns with guidance from Ad Net Zero and will help protect & recover 30% of the UK’s land & seas by 2030.
How does the fund align to the latest climate guidance?
The fund leverages a mechanism developed by the Science Based Targets Initiative (SBTi) known as Beyond Value Chain Mitigation (BVCM), or contributory funding. Beyond value chain mitigation (BVCM) is a mechanism through which companies can accelerate the global net-zero transformation by going above and beyond their science based targets. Unlike carbon off-setting / carbon mitigation, BVCM guides businesses to fund critical climate & nature projects which are outside of their value chain. In summary, instead of off-setting the emissions related directly to the campaign, you are committing a percentage of campaign spend to support climate & nature recovery.
FAQs
Who do I contact for help?
Your assigned Account Manager (contact details included in your confirmation email) is your first point of contact for support.
For urgent queries, you can also reach out to our support team at support@ecologi.com.
Where are the funds going?
All funds from the Media In Service of Nature movement should go towards high quality UK-based nature recovery projects, which preferably align with the Government's 30 X 30 mission. All funds allocated with Ecologi will go towards Ecologi's UK Climate & Nature fund. The Fund supports projects exclusively based in the UK which are aligned to the 30x30 mission, including reforestation, peatland, wetland & wildflower restoration and the protection of ancient woodlands. It also funds early stage carbon removal projects, including biochar & enhanced rock weathering which lock away carbon whilst improving soil health. For more details, follow the link link
Where can I see my impact?
Your impact will be shown on your Ecologi profile. Each member of your media ecosystem will create an Ecologi page, which will be linked to the Brand involved. Check out giffgaff’s Up To Good Profile for an example here: https://ecologi.com/giffgaff
How can I talk about the Up to Good Fund? What can I claim?
See below a strapline which you can use in your communications:
We are part of a collaborative movement in the media & advertising sector to fund £200 million for UK Nature by 2030. This funding aligns with guidance from Ad Net Zero and will help protect & recover 30% of the UK’s land & seas by 2030.
How does the fund align to the latest climate guidance?
The fund leverages a mechanism developed by the Science Based Targets Initiative (SBTi) known as Beyond Value Chain Mitigation (BVCM), or contributory funding. Beyond value chain mitigation (BVCM) is a mechanism through which companies can accelerate the global net-zero transformation by going above and beyond their science based targets. Unlike carbon off-setting / carbon mitigation, BVCM guides businesses to fund critical climate & nature projects which are outside of their value chain. In summary, instead of off-setting the emissions related directly to the campaign, you are committing a percentage of campaign spend to support climate & nature recovery.
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