The i Paper and New Scientist are launching a £100,000 fund to support and amplify advertising aimed at driving more sustainable behaviours.
The Impact Fund supports creative ideas to promote more sustainable behaviour change, by providing additional investment for active clients who are championing positive environmental messaging, added the newsbrands.
New Scientist and the i Paper say their readers care deeply about climate and biodiversity issues and many are committed to supporting sustainable brands. In recognition of this, the newsbrands want to help advertisers to connect with this audience, with marketing campaigns designed to encourage real-life change. Businesses that are serious about educating and delivering change to consumers can now pitch to access the Impact Fund, to unlock up to £10,000 of additional investment to support a match-funded campaign.
The Fund aligns with Ad Net Zero’s Every Brief Counts pilot programme, a voluntary, science-backed initiative that aims to help creative, strategy and brand professionals support more sustainable behaviours through advertising campaigns.
Launching the first round of the fund, The i Paper and New Scientist say they seek applications from brands in energy, finance, retail, travel, fashion, beauty and other categories. Qualifying applications will demonstrate that brands are looking to build more sustainable behaviours into their advertising campaigns through implicit or explicit messaging.
Oliver Duff, editor-in-chief, The i Paper said: "At The i Paper, our team are dedicated to positive campaigning on the environment - and to showcasing the proactive steps people can take in their lives, to make a difference to the world around us.
“The i Paper's manifesto to Save Britain's Rivers challenged every UK political party to stop the illegal sewage damaging Britain's waterways. It's already delivering real change - and it's also in the running to win UK media Campaign of the Year.
“Beyond news and politics, environmental stories are among our most read on theipaper.com. Our audience believes it can have a positive impact on the natural world. Harnessing the power of advertising is an obvious next step.
“Launching this fund is a commitment to working with our commercial partners to make the world a better place."
Catherine de Lange, editor, New Scientist, adds, “At New Scientist we are serious about our coverage of environmental issues and the need for action to mitigate global warming and find more sustainable ways of living.
“These values are shared by our readers, too, with climate stories among the most popular with our audience. The new Impact Fund is an opportunity to drive genuine changes in behaviour, which will only add to the positive impact we can make with our journalism.”
For more details and to apply for the fund click here.
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