Virgin Media O2 joins Media In Service of Nature movement to fund nature recovery projects

Virgin Media O2 is committing to invest in nature recovery programmes across the UK after joining the Media In Service of Nature movement.

The operator has become a strategic partner of the initiative, which encourages the media industry to put a minimum of 0.1% of their marketing and campaign spend towards projects which build climate resilience.

Media In Service of Nature launched on World Environment Day (5 June) last year by Ecologi, giffgaff and MG OMD, and aims to raise £200 million from the media industry to support UK-based nature recovery projects, aligning with the Government’s 30×30 initiative to protect 30% of our lands and seas by 2030.

Virgin Media O2 will fund programmes that help restore biodiversity, support nature recovery and increase climate resilience. The projects will be announced later this year.

It follows the launch of the company’s Green Transition Plan, which sets out the steps the company is taking to reduce its carbon emissions, achieve net zero, and build a more climate-resilient business.

It forms part of Virgin Media O2’s new ESG strategy, the Responsible Business Plan, where the company is taking greater ownership over the full lifecycle of its operations — from how its network is built and run, to the impact its products and services may have on people and the planet.  Virgin Media O2 is also a member of the Conscious Advertising Network, where it is committed to ethical and responsible marketing principles, such as helping to tackle the climate crisis.

Simon Valcarcel, Marketing Director at Virgin Media O2, said:

“We want to use the power of our brand to have a positive impact on the planet and the communities we serve.

“That’s why we’re proud to join the Media In Service of Nature movement and work with the advertising ecosystem to invest in projects that support climate resilience and nature recovery, and in turn help to protect the communities we operate in, preserving green spaces, wildlife and nature for generations to come.”

Tim Pritchard, Head of Responsible Media at MG OMD, commented:

“We firmly believe in the power of our media industry to create positive impact and we’re delighted to see the movement that we founded with giffgaff growing and scaling with Virgin Media O2 now on board.

“The support and collaboration we’ve seen from across the industry is testament to the way people have been captured by the simplicity of the initiative. The ambition is to make this approach industry standard, and we welcome those considering joining to build on this momentum and sign up.”

Nick Allport, Head of Climate Impact Growth at Ecologi, added:

“Media in Service of Nature is a call to action to the advertising industry to collectively participate in the recovery of UK Nature.”

“Virgin Media O2’s inclusion in Media in Service of Nature marks a significant milestone in the recovery of the UK’s depleted ecosystems.”

“The UK faces a £5.6bn annual funding gap to protect and restore the ecosystems that we all depend on. Media in Service of Nature provides an industry-backed and credible avenue for businesses to participate in nature’s recovery.”