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.

The Up To Good Fund was never intended to operate solely within giffgaff’s ecosystem. Instead, it has pioneered a novel funding mechanism for the wider media ecosystem. Now, in collaboration with Ad Net Zero, MG OMD, and Ecologi, giffgaff is actively encouraging other brands to adopt this blueprint to scale the positive impact of the Fund.

Currently the model works by committing a voluntary percentage of campaign spend, ranging from 0.1% to 4%, to Ecologi’s high impact nature recovery projects. This contributory percentage model works well, but is disconnected from decarbonisation efforts. 

However, with the launch of the Global Media Sustainability Framework (GMSF) which supports more consistent measurement of media emissions, we expect to move towards the introduction of a Media Carbon Levy. This would enable us to apply an industry-agreed price per tonne of carbon emitted through media and advertising activities, which the media ecosystem would automatically apply to every campaign. 

For example, giffgaff works with MG OMD to place a campaign across 6 media owners. Carbon emissions from the campaign are calculated using a GMSF-compliant calculator across the different media owners. A notional £50 price per tonne of emissions is then applied to total emissions, which creates a recovery fund to be invested in UK-based nature projects. Costs are then billed separately to giffgaff and its selected media partners, according to the source of the emissions. 

This mechanism will essentially charge organisations for their continued emissions – creating a financial incentive for the media ecosystem to decarbonise, whilst providing funds for nature recovery in the meantime. At first we expect this emissions calculation to work retrospectively. However, in the future campaign emissions will sit alongside predicted performance KPIs at the media planning stage, with the associated cost of the carbon factored into campaign decisions. Full details of the Media Carbon Levy will soon be published on Ad Net Zero's 5 Step Action Plan.

Ultimately our ambition is for the UK media ecosystem to become a powerful force in accelerating and scaling investment in nature and climate recovery in the UK, directly linking advertising to tangible environmental outcomes. If the industry committed just 0.1% of media spend every year to 2030, we would collectively raise £200 million for UK Nature Recovery - enough to trigger landscape-scale recovery.

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

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

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.

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.