Virgin Media O2 Backs Nature Fund With Ad Budget

Virgin Media O2 is allocating a portion of its advertising budget to support nature recovery projects across the UK through the Media in Service of Nature movement.

The telecom operator joins the initiative that aims to raise £200m (US$262m) for restoration work. Media in Service of Nature was launched on World Environment Day in 2025 by Ecologi, giffgaff and MG OMD.

The movement encourages brands to fund projects that restore nature and build resilience in communities facing climate risks. The scheme supports the UK government's target to conserve and manage 30% of land and sea for nature recovery by 2030.

VMO2 has not disclosed what proportion of its marketing spend will go towards the projects. The company will announce its first funded projects later this year.

Marketing budgets for climate action

VMO2's decision could signal a shift in how brands deploy advertising spend to meet environmental commitments.

The initiative provides a channel for companies to link marketing budgets with nature recovery. According to Nick Allport, Head of Climate Impact Growth at Ecologi, the UK has a £5.6bn (US$7.3bn) yearly funding gap for protecting and restoring natural ecosystems.

"Media in Service of Nature is a call to action to the advertising industry to collectively participate in the recovery of UK nature," says Nick.

"Virgin Media O2's inclusion in Media in Service of Nature marks a significant milestone in the recovery of the UK's depleted ecosystems. Media in Service of Nature provides an industry-backed and credible avenue for businesses to participate in nature's recovery."

Brand impact on climate resilience

VMO2's Marketing Director says the company is using its brand to create environmental impact.

"We want to use the power of our brand to have a positive impact on the planet and the communities we serve," says Simon Valcarcel, Marketing Director at VMO2.

"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."

The company will focus its funded projects on restoring biodiversity and building climate resilience. This adds to VMO2's Green Transition and Responsible Business plans, which set out how the company will cut carbon emissions in its operations.

Nature as business defence

Extreme weather events this year have put pressure on companies to consider nature-based solutions.

"We've all witnessed extreme temperatures this summer and are seeing the devastating impact this is having on nature and wildlife, from wildfires to increasing drought risk," explains Dana Haidan, CSO at Virgin Media O2.

"Our economy as a whole and in parts operates within those natural ecosystems, however far removed they may seem at times. That's why it's vital that action is taken to protect and restore the natural environment. Nature is one of the strongest defences we have in tackling climate change, helping to absorb carbon, support biodiversity and make communities more resilient to its impacts."

Dana adds that protecting nature requires collaboration between businesses, government and local communities.

"At Virgin Media O2, protecting and restoring nature is part of the way we do business. In our Green Transition Plan, we set out our ambition to put nature alongside climate as one of our environmental priorities. Joining initiatives like Media in Service of Nature is an important step, and we'll continue working with partners to identify practical ways nature-based solutions can support both climate resilience and nature recovery."