Media in Service of Nature: The Media Model that Funds Nature

Client: giffgaff

The UK’s nature crisis is not driven by a lack of ambition, but by a lack of scalable private finance. Media in Service of Nature addresses this systemic gap by innovating within the media supply chain to unlock recurring funding for UK nature restoration.

Working for B Corp–certified telecoms brand giffgaff, MG OMD set out to ensure media investment reflected the brand’s commitment to people, planet and profit. Beyond reducing the carbon impact of media, we developed an industry‑first “media for good” investment model that embeds environmental impact directly into campaign spend. Launched in 2025 and founded by giffgaff, MG OMD and Ecologi, Media in Service of Nature enables brands, agencies and media owners to direct a small proportion of live media budgets into rigorously verified UK nature recovery projects. The model proves that media investment can drive commercial performance while delivering measurable environmental outcomes, transforming advertising budgets into a scalable, repeatable funding stream for biodiversity. This is not CSR; it is financial infrastructure for nature. By integrating seamlessly into existing media buying systems, the initiative mobilises the full media value chain and delivers audiences, outcomes and profit for brands alongside transparent, independently verified impact for people and planet - creating positive impact from every media pound, without compromising effectiveness.