Media Trust and MG OMD's Climate Charity Challenge


Client: Media Trust

Media Trust’s Weston Communicating Climate Programme, initiated and funded by the Garfield Weston Foundation, was launched to help charities create clear, compelling climate communications ahead of COP26.

In 2021, the programme provided 30 environmental charities with expert-led training, peer-networking, resources, and industry support including a ‘Charity Challenge Day’ with global media agency MG OMD who mobilised 480 staff, in one of the biggest examples of in-kind industry support.

Media Trust supported the charities to complete agency briefs, before MG OMD hand-matched teams of 10-12 of their staff with each charity, based on skillsets. MG OMD teams met their charities to discuss these briefs and, two weeks later, presented proposal decks including target audience insights, short and long-term creative solutions, and an impact evaluation framework.

Within seven months, ten charities had implemented MG OMD’s solutions. 100 per cent agreed MG OMD’s support was helping their visibility and media activity, and 88 per cent felt more confident in their roles. With MG OMD’s support, they have been able to increase their engagement with new and existing audiences, as well as form new partnerships.

Following last year’s success, MG OMD is co-funding Weston Communicating Climate in 2022, while also providing extensive volunteer support.