Launched by the UK’s Advertising Association, Ad Net Zero is looking to reduce the carbon emissions associated with advertising.
Kris Boger, general manager of global business solutions at TikTok UK, said: “This campaign marks a significant milestone for sustainable advertising on TikTok and shows what is possible when innovation aligns with purpose. It’s inspiring to witness brands like giffgaff not only enhance their creativity on the platform but also demonstrate a strong commitment to impactful and conscious advertising practices.
“We hope it serves as a blueprint for others to follow. We have exciting plans to support likeminded clients in advertising more sustainably on TikTok and look forward to sharing more news on how brands can get involved as we work towards a future of sustainable advertising.”
The campaign – called the “Action 5 pilot” – will feature TikTok “creators” James Warnock (@jwarnockk), Medina Grillo (@grillodesigns), Helen Anderson (@helenanderz) and Dami Hope (@damihope).
They will feature in ads which highlight the benefits of refurbished technology, from trade-in schemes to recycling initiatives.
The campaign will run from tomorrow (11 February 2025) to 24 March 2025 and will feature a variety of ad formats.
Lisa Boyles, head of go to market and media at giffgaff, added: “We are deeply passionate about responsible and sustainable marketing, including how we buy our media but also with the messages we choose to show up with.
“We are delighted to be partnering with TikTok to lead the charge with a truly collaborative campaign that demonstrates our commitment in this space, whilst arming the wider industry with insights and inspiration to take action themselves”.
Ad Net Zero
Ad Net Zero has a five-point action plan to “address the climate crisis” and “harness advertising to support more sustainable behaviours”.
Ad Net Zero commented: “It is great to have the support of TikTok and giffgaff for the Ad Net Zero action plan and, in particular, for the pilot of our new initiative, Every Brief Counts. We welcome the efforts being made to deliver an example of a sustainable advertising campaign which should help set new standards for best practice in this space.”
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