Sky unveils £2m ad fund to support climate-conscious brands

By John Glenday | Reporter



environmental article

March 30, 2021 | 4 min read

Sky has launched a £2m fund to harness the power of TV to fast-track five sustainability initiatives.

The ‘Sky Zero Footprint Fund’ is open to brands, media agencies and creative agencies, with the most powerful idea handed £1m in advertising support. Four runners up will be awarded a further £250,000 each.


Sky unveils £2m ad fund to support climate-conscious brands

Championing green brands

  • Sky is putting its money where its mouth is for its Sky Zero campaign to achieve net-zero carbon by 2030.

  • Allocating £2m towards the initiative, Sky will support brands harnessing the medium of television to promote positive behavioral change in the sustainability arena.

  • Media agencies, creative agencies and brands are encouraged to participate by bringing forward advertising ideas that support businesses develop their sustainability goals.

  • A panel of high-profile judges will evaluate entries based on their commitment to zero carbon ideals.

  • Judges include ad guru Sir John Hegarty, Thinkbox chief exective officer Lindsey Clay, GroupM UK boss Karen Blackett and Advertising Association chief executive, Stephen Woodford.

    The latest marketing news and insights straight to your inbox.

    Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

    Sign up

Why it matters

  • Brands are increasingly embracing environmentally-friendly initiatives not only to save the planet but to bolster their cache, with sustainability leaders often outperforming their outdated competitors financially.

  • This was thrown into stark relief by a 2020 Deloitte survey which found that brand purpose has become a key metric for chief marketing officers to pursue post-pandemic, chasing a fifth of consumers who are willing to vote with their purchases on brands that take action on issues that are important to them.

  • A separate study by Unilever established that 33% of consumers now select brands based on their perceived position on social issues and their environmental footprint.

  • Sky’s group chief marketing, corporate affairs and people officer, Debbie Klein, who will also serve on the panel, said: “At Sky, we have pledged to be net-zero carbon by 2030, but we understand that we’re all in this together and as a media industry, we have a duty to use our voice to drive tangible change."

  • Sky’s initiative can be set against a UK ad industry collaboration supported by Accenture, Channel 4, Google, WPP and Unilever designed to assist advertisers in achieving net-zero carbon emissions by 2030.

Ok, anything else?

  • Interested parties can apply between 6 April and 14 May with 10 brands chosen from all entries to duke it out in a live/virtual pitch to lay claim to the £2m prize money.

  • This process will whittle down the competition to just five winners who will be revealed in June, with the headline winner to be revealed in October.

  • As a minimum prerequisite, all adverts must be produced in line with the Advertising Association's AdGreen standards.


Content created with:

More from Media

View all


Industry insights

View all
Add your own content +