News

Open Media is proud to announce it has officially joined the Up to Good Fund, a groundbreaking initiative launched by giffgaff, MG OMD, and Ecologi to integrate nature recovery and climate action into the fabric of media campaigns.

If the industry committed just 0.1% of media spend every year until 2030, we would raise £200 million, and Open Media joins a growing collective of media owners in the Media in Service of Nature Fund, acting on this commitment to leverage the power of advertising for environmental impact.

Founded in late 2023, the Up to Good Fund was created as a pioneering mechanism to embed UK nature restoration into giffgaff’s media campaigns. 

The initiative is a leading example of how responsible media investment can drive real-world climate outcomes, without compromising campaign performance. Endorsed by Ad Net Zero and recipient of the 2024 Campaign Ad Net Zero Award for Best Practice in Sustainability, the fund provides a blueprint for brands, agencies & media owners to collaboratively fund high-impact UK climate and nature and social value projects, supporting recovery at scale.

However, the Up to Good Fund is more than just a funding tool; it’s a call to action. It challenges the media and advertising industry to reduce carbon emissions, invest in nature, and work together for a sustainable future.

As part of this agreement, Open Media will commit to forwarding 1% of net investments from MG OMD brands that opt-in to the fund, contributing to climate recovery projects right here in the UK, such as restoring wetlands and supporting reforestation, championing a new standard for ethical, climate-conscious media.

Mike Smith, CEO & Founder - Open Media

“We believe the media industry has immense power to be a force for good. The Up to Good Fund shows that brand-building and environmental action can go hand in hand. We’re excited to join this collective effort to redefine the role of media in a world that urgently needs climate solutions.”

Helena Houghton-Casella, Impact Manager - Open Media

“We’re so pleased to be the newest media owner to join the fund- it clearly aligned with our values as a B Corp as well as a business passionate about reducing our environmental impact. Joining the fund has been a smooth process thanks to the MG OMD and Ecologi teams, and we can’t wait to get started with our amazing clients.”

Tim Pritchard, Head of Responsible Media - MG OMD

“Today we welcome Open Media into the fund. It's great to see our partners across the UK media ecosystem coming together to become a powerful force for nature and climate recovery"

Key Objectives of the Up to Good Fund:

• Nature Recovery: Directly funds the restoration and protection of vital UK ecosystems.
• Collaborative Impact: Open to brands, agencies, and media owners who want to align media spend with high-impact environmental projects.
• Blueprint for the Industry: Endorsed by Ad Net Zero, the fund sets a precedent for scalable, industry-wide climate action.
• Partnership-Driven: A collaboration between giffgaff, MG OMD, and Ecologi, now joined by 11 media partners including Open Media.

To learn more about the initiative, visit: https://ecologi.com/solutions/partnerships/up-to-good-fund