Benedict Lumberjack

Shockingly, research reveals that an estimated £300 billion of UK pension investments are directly linked to deforestation, yet most people have no idea where their money is being invested. Make My Money Matter is a not-for-profit organisation that encourages people to shift their pensions into more ethical, future-facing industries.

We set out to reach millions of people who care about the environment but are unknowingly financing its destruction, and spark urgent action from both the public and the pensions industry itself, before it’s too late. So, we turned BAFTA and Emmy-winning actor Benedict Cumberbatch into a hot and sweaty, sauna-loving CEO of a company profiting from environmental devastation. With a heavy dose of dark humor, he sarcastically thanks UK pension holders for their support of deforestation through their pension savings. The provocative film exposes how pensions ‘scorch, slash, and burn’ the rainforests. The film built on the success of the ‘Oblivia Coalmine’ campaign from 2023, which generated over 300 media articles published and 17 million organic views. Not to mention shifting behaviours, with the likelihood of people shifting to a green pension rocketing by 50%!