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Campaign Ad Net Zero Awards winners 2023: Best Practice in Sustainability – Small Agency

ANZ awards 2023 MB image

Featured press: first published in Campaign Magazine

Campaign Ad Net Zero Awards winners 2023: Best Practice in Sustainability – Small Agency

On a mission to be the leading ethical agency by 2026, Media Bounty’s commitment to climate is baked into its DNA, and has been since its inception 14 years ago, when it selected for its charity partner an organisation dedicated to protecting critically threatened habitats for biodiversity and climate.

Today, it is diligent with its carbon measurement and reduction – applying this to all client projects, not just those that ask for it, and Media Bounty is not afraid to turn down work from brands that are at odds with its values.

The agency is so passionate about climate it has developed a theory of change on how advertising could help climate action, sought funding for it and now has built a body of work that’s redefining how the sector addresses climate communications.

Since then, it has ‘astroturfed’ Glasgow and key transport hubs to block fossil fuel ads from COP26 and has conducted game-changing research on the ‘Persuadable’ audience who hold the most potential for climate action. Projects over the last 12 months have included a collaboration with climate charity Possible on the Bump into Brum campaign to reduce carbon emissions and encourage Birmingham locals to enjoy the streets they love; and The Hidden Relationship, which encouraged people to switch their pensions to ethical providers and banks to divert from fossil fuels.

Of the 7.5 million people reached, more than half said they are considering switching to a bank that doesn’t fund fossil fuels.

Judges’ comments:

“The submission demonstrates a holistic understanding of the challenges for agencies and the industry, and meaningful actions are being taken across all ANZ pillars, crucially including pillar 5. Passion and principle shines through the submission.”

“Decisions are being made that emphasise a sustainable approach over revenue growth, and this is being audited/accredited with B-Corp status and an ambition to achieve SBTI accreditation in the future.”

“Media Bounty’s commitment goes beyond the narrative to influence commercial strategy. It’s truly authentic, consultancy is deep, broad and expert, and they do not hold back from challenging the real issues facing our sector to deliver systemic change. Well done all.”


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