Media in Service of Nature has launched to encourage brands, agencies and media owners to dedicate a small share of campaign spend to UK nature recovery.
Co-founded by Ecologi, giffgaff and MG OMD, the movement asks brands to commit at least 0.1% of campaign budgets to verified restoration projects.
The initiative has already unlocked £250,000 and aims to reach £1 million by the end of 2026. Support has funded tree planting, habitat restoration, peatland work and biodiversity projects, with hopes of raising over £200 million by 2030.