Posted 14 August 2025
One office, 115 volunteers and a wave of bold communications solutions
Upon joining Instagram in 2020, David Attenborough stated that “Saving our planet is now a communications challenge”. Here at Media Trust, we took that seriously – and so our Communicating Climate programme was born!
Now, Attenborough’s words feel more urgent than ever. With clear science and the clock ticking, one of the biggest barriers to climate action is not just awareness – it’s communication. The stories we tell, the platforms we use and the strategies we employ can shape public opinion and drive real change.
That’s why, for the fifth consecutive year, we teamed up with MG OMD to host the Communicating Climate Challenge Day. This is an annual event, held at MG OMD’s offices in London, that channels the expertise of their staff to support UK-based climate organisations on the front lines of environmental justice and advocacy.
The day began with an inspiring welcome from Tim Pritchard (Executive Director and Head of Content and Responsible Media at MG OMD) and Madeleine Ellis-Petersen, (Head of Charity Services at Media Trust). Both reminded the MG OMD volunteers of what the day was all about, and the opportunities that come from merging creativity with climate action.
To prepare the volunteers for a busy day of ideation, MG OMD’s Flora Williams and Alyssa Heretier then led a ‘Volunteering tips and tricks’ session, packed with practical advice. The session covered how best to work with the charities, interpret the briefs and deliver solutions that were both strategic and sensitive to the charity’s needs. They also discussed tools such as AI, and how it can be used correctly to make creative campaigns that inspire climate action.
It’s been amazing to continue working with the MG OMD volunteers over the last few years! Their energy, creativity and commitment to the environmental space really adds to the energy of the programme, and it’s such a joy to see their ideas making a real difference for our amazing cohort.
Valerie Leisten, Communicating Climate Project Manager
The main event of the day was the challenge itself. 20 teams of 115 volunteers from across MG OMD were paired with a UK-based organisation working across a range of climate action areas such as championing climate justice, grassroots campaigns and community-led environmental projects.
Their goal was to develop creative communications campaigns that address specific, real-world communications challenges the charity was facing, ranging from raising awareness to shifting behaviours or attracting media attention.
Throughout the day, the office felt alive with energy as teams dove into their briefs, creating bold ideas that focused on strategy and action.
The support for these important environmental causes went further than just MG OMD, as a whole range of media and creative industry organisation joined the day. They were on hand to offer the volunteers their expertise, industry insights and feedback on their campaigns. These organisations included Ad Net Zero, The GoodNet, The Guardian, JCDecaux, Meta, Mobsta, Ocean Outdoor UK, Open Media UK, Sky, TikTok and WeAre8.
Our Head of Charity Services, Madeleine, talking to MG OMD staff
The Challenge Day was just the beginning! Volunteers will refine their ideas throughout the wider Communicating Climate programme, – and some have already brought theirs to life, including securing real-world ad placements. With support from our media partners, we’re excited to see these campaigns grow and make a lasting impact. Watch this space for more!
Check out our wonderful Communicating Climate cohort for 2025:
The Communicating Climate Challenge is part of our Communicating Climate programme. Feel free to reach out to Valerie (valeriel@mediatrust.org) for more information or open questions.
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