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Alongside MG OMD and a few other industry partners, we've successfully launched our Responsible Reach Media Principles - our way of being Up to Good in the marketing/media space. By mindfully choosing who we partner with and what channels we advertise on we've already saved 7,314kg of CO2, vs traditional media plans, for our Up to Good brand launch alone.    But as a brand that’s Up To Good, we wanted to push ourselves further and deliver a net zero media plan. And that's where the Up to Good Collective Fund was born. Working with those same partners, we’ve built a Fund that's linked to our media plans, with the ambition to mitigate residual emissions that cannot yet be reduced or removed. Working with Ecologi | B Corp™, we’ll initially be using the Fund to support three verified, high impact projects that deliver both environmental and community benefits. A little bit about the programmes: - Distributing fuel efficient cookstoves in Kenya, the ‘Jikokoa’ cookstoves, reduce charcoal consumption by 64%, helping to ease the impact on local forests, and saving local families money. The stoves reduce indoor air pollution by 65%, generating health benefits for the families. All of the stoves are made locally in a solar-powered facility, which provides over a thousand jobs for local people - Installing and maintaining community water boreholes in Eritrea in Africa. One in nine people around the world do not have access to clean water. Only 19% of the population have access to clean water in this area. This project will provide long term access to safe and clean drinking water to hundreds of households. The safe water ensures households consume less firewood during the process of water purification, reducing greenhouse gas emissions - Restoring mangrove ecosystems in Pakistan. The project’s activities assist these communities to adapt to the probable impacts of climate change. The region is home to globally threatened species including the Indus River dolphin and the Indian Ocean humpback dolphin   We're excited to continue this work with our partners next year to make a positive impact. More on that to come...   #UptoGood #ESG #Sustainability #NetZero

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