Open Media joins giffgaff and MG OMD’s ‘Up to Good Fund’ to Support UK Nature Recovery and Social Value with Ecologi.

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.

• 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 and how to get involved, visit: https://ecologi.com/solutions/partnerships/up-to-good-fund

 

MG OMD, part of Omnicom Media Group, brings innovation, insight and passion to the world of media.
Combining award-winning strategy, data expertise and creativity, they deliver industry-leading
effectiveness and future-ready media solutions to create difference that matters for their clients.

MG OMD is the most awarded media agency in both the history of the IPA Effectiveness Awards and
The Thinkbox TV Planning Awards. In 2024, they had a landmark year for recognition; winning 100% of
the Best Agency accolades; Campaign’s Global Media Agency of the Year, The Media Leader’s Agency
of the Year, Media Week’s Agency of the Year and Campaign’s Media Agency of the Year – an honour
they have retained in 2025. This year has also seen them win Gold at Cannes Lions Festival of
Creativity for Media: Channel Integration.

Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC).