The initiative exists to match-fund advertising creative that drives sustainable behaviour change, enabling brands to amplify campaigns that champion environmental messaging
In a fresh addition to the scheme, Mail Metro Media has also signed up to giffgaff’s ‘Up To Good’ fund with Ecologi, funding the planting of 100 trees for every campaign supported by the ‘Impact Fund’.
The initiative is open to all advertising categories, with successful applicants receiving up to £10,000 of additional investment per campaign to run activity across The i Paper and New Scientist.
The Fund’s extension comes after The i Paper’s recent recognition for environmental reporting at the British Journalism Awards. Environment correspondent Lucie Heath was recognised for a series of articles contributing to the news brand’s ‘Save Britain’s Rivers’ campaign.
Oliver Duff, editor-in-chief, The i Paper, comments: “Our readers care deeply about the environment. The ‘Impact Fund’ allows us to work closely with commercial partners to create lasting impact together.
“This is a natural next step in our commitment to sustainability, using award-winning content like our campaign to ‘Save Britain’s Rivers’.”
Following the initiative’s launch, Octopus Energy became the first advertiser to benefit from support of the ‘Impact Fund’, for a campaign promoting solar panels and heat pump technologies.
