The i launches the fund alongside fellow Mail Metro Media brand New Scientist to support and amplify advertising aimed at driving more sustainable behaviours
The ‘Impact Fund’ supports creative ideas to promote more sustainable behaviour change by providing additional investment for active clients who are championing positive environmental messaging.
Businesses that are serious about educating and delivering change to consumers can now pitch to access the ‘Impact Fund’ to unlock up to £10,000 of additional investment to support a match-funded campaign.
The Fund aligns with Ad Net Zero’s ‘Every Brief Counts’ pilot programme, a voluntary, science-backed initiative that aims to help creative, strategy and brand professionals support more sustainable behaviours through advertising campaigns.
Launching the first round of the fund, the i and New Scientist seek applications from brands in energy, finance, retail, travel, fashion, beauty and other categories. Qualifying applications will demonstrate that brands are looking to build more sustainable behaviours into their advertising campaigns through implicit or explicit messaging.
Oliver Duff, editor-in-chief, the i said: “At The i Paper, our team are dedicated to positive campaigning on the environment – and to showcasing the proactive steps people can take in their lives, to make a difference to the world around us. The i Paper’s manifesto to Save Britain’s Rivers challenged every UK political party to stop the illegal sewage damaging Britain’s waterways. It’s already delivering real change.”
Duff added: “Beyond news and politics, environmental stories are among our most read on theipaper.com. Our audience believes it can have a positive impact on the natural world. Harnessing the power of advertising is an obvious next step. Launching this fund is a commitment to working with our commercial partners to make the world a better place.”
