Media Trust

Media Trust and MG OMD's Climate Charity Challenge

MG OMD x Media Trust Climate Charity Challenge

Coinciding with World Environment Day (Saturday 5th June 2021), MG OMD launched a whole agency partnership with Media Trust and the Garfield Weston Foundation to support the strategic communications of 29 UK environmental charities, pro bono. The 29 charities all took part in Media Trust’s Weston Communicating Climate Programme which was initiated and funded by Garfield Weston Foundation after their Prioritising the Planet report found that more than half of environmental organisations were struggling to communicate the scale and complexity of the climate crisis. This is the largest demonstration of media industry support for the programme and reflects MG OMD’s commitment to forge a more sustainable future and tackle climate change. This partnership followed MG OMD and Omnicom Media Group’s wider commitment to Ad Net Zero.

The partnership brought together cross-discipline teams from across MG OMD including strategy and measurement, channel buying, non-traditional communications solutions and client planning. Each team partnered with a charity and spent time delving into the specific comms challenges their charity is facing. Each charity presented a brief for their MG OMD team to respond to. The MG OMD teams worked on the briefs across a two-week period and pitched their communications strategies to a judging panel made up industry leaders including representatives from MG OMD and Media Trust, as well as from Facebook and Snap, who provided feedback and announced the winning pitches. Following the event, within seven months, ten charities had implemented MG OMD’s solutions. 100% agreed MG OMD’s support was helping their visibility and media activity, and 88% felt more confident in their roles. With our support, they were able to increase their engagement with new and existing audiences, as well as form new partnerships.

The environmental charities we worked on includes:

  • 2050 Climate Group​
  • A Rocha UK​
  • Action for Conservation​
  • British Society of Soil Science​
  • Bumblebee Conservation Trust​
  • Butterfly Conservation​
  • Eastside Community Trust​
  • Energy Sparks​
  • Food Ethics Council​
  • Groundwork Greater Manchester​
  • Hebridean Whale & Dolphin Trust​
  • Hope for the Future​
  • Institution of Environmental Sciences​
  • Julie’s Bicycle​
  • People’s Trust for Endangered Species
  • Possible ​
  • Rewilding Britain​
  • Royal Meteorological Society​
  • Scotswood Garden​
  • Paul’s Youth Forum​
  • Students for Global Health​
  • The Bike Station​
  • The Ecology Centre​
  • The Orchard Project​
  • The Rivers Trust​
  • The Town & Country Planning Association (TCPA)​
  • Trees for Life​
  • WEN (Women’s Environmental Network) ​
  • Wildlife Trusts Wales

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