Up To Good Fund

Our clients, giffgaff, a certified B Corp telecommunications company, wanted to ensure that their media plans reflected their company orientation around the triple bottom line of people, planet, and profit. As their media agency we wanted to ensure that their media investment could match these principles and become a force for good in the world. So, alongside an industry leading media carbon reduction plan, we created an industry first ‘media for good’ investment product for giffgaff. This new product, called the ‘Up To Good Fund’, named after giffgaff’s brand platform, turns media value into planet benefitting carbon removal and offsetting projects in line with sustainability commitments set out by the globally recognised body, the Science Based Targets Initiative (SBTi). It brings together media owners, agency and client, all contributing to the fund, buying in to verified carbon projects, delivering audiences, outcomes and profit for the brand alongside impact for people and planet. Put simply, the ‘Up To Good Fund’, creates positive impact for every media pound the brand spends without impacting business performance.