The publisher is showcasing the first campaign backed by its ‘Impact Fund’, a £100,000 initiative aimed at amplifying advertising that drives more sustainable behaviours
Octopus Energy unlocked £10,000 in match-funding in The i Paper as part of a partnership campaign across the Mail Metro Media portfolio, to showcase its innovative solar energy and heat pump offering starting from this month.
Launched last year, the ‘Impact Fund’ is a £100,000 initiative from The i Paper and New Scientist, supporting and amplifying advertising which drives more sustainable consumer behaviours and champions positive environmental messaging.
Running until the end of September, the goal of the campaign is to educate and raise awareness of solar panels and heat pumps as renewable sources of domestic energy, removing barriers to purchase and dispelling myths such as high costs or lengthy repayment timescales.
A series of display adverts, bespoke podcasts and native articles across ThisIsMoney, The i Paper and New Scientist reminds audiences of the availability of both greener energy options through Octopus, as a specialist in the provision of energy efficient home technologies as well as the country’s most awarded energy supplier.
The UK’s favourite energy supplier, Octopus Energy’s mission is to drive the transition to a sustainable energy system, through its vision to make energy greener, cheaper, and fairer for everyone. As the biggest supplier in the market, the business powers over 7.5 million homes in Britain and abroad, with award-winning customer service and innovative green energy offers, while building a more sustainable energy system for tomorrow.
Oliver Duff, editor-in-chief, The i Paper said, “This is a striking campaign from Octopus Energy and exactly why we created our Impact Fund to support green initiatives.
“Encouraging households to consider renewable energy sources is timely and it’s also a campaign in tune with our readers’ interests.
“We look forward to supporting future creative projects which explore sustainable behaviours, in such compelling fashion.”
The Impact 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.
Applications to the ‘Impact Fund’ will close on 21 November 2025, and are open to brands in energy, finance, retail, travel, fashion, beauty and other categories. Qualifying applications demonstrate that brands are looking to build more sustainable behaviours into their advertising campaigns through implicit or explicit messaging.
For more details and to apply for the fund, visit the ‘Impact Fund’s website.
