• by Laurie Sullivan , December 21, 2022

Founding AdTechCares partners InMobi, Pinterest, Verve Group, Index Exchange, Amobee, Media.net, SeenThis, SmartNews, Media.Monks, and Smartly.io are launching a campaign to curb misinformation on climate change through advertising formats.

The 50 AdTechCares partners worked with Project Drawdown, a nonprofit organization working to reduce greenhouse gas concentrations in the atmosphere, seeks to motivate climate-friendly actions using photos and illustrations in three areas: food, agriculture and land use; industry; and transportation.

AdTechCares worked closely with Smartly.io, Rooster + Black Creative, and Project Drawdown, to create messages and identify key audiences. The campaign called Odd One Out launched in November.

Media.Monks, a global marketing and advertising services company and AdTechCares member, will support efforts with social strategy and execution and Scope 3, which measure end-to-end emissions from across the media and advertising supply chain. The companies will run the campaign measurement.

Liz DeAngelis, vice president of programmatic and media at Media.Monks, believes the advertising industry has a unique opportunity to have a profound impact on the way our world takes on climate change.

“At Media.Monks, and more broadly at S4Capital, working toward a more sustainable future for all is core to our ESG strategy and ethos,” she stated. “We’re honored to lend our skills and expertise to this campaign and cause.” 

The campaign will run indefinitely to support the long-term goal of avoiding catastrophic climate change and helping to shape a healthier planet for current and future generations.

Sectors such as energy and construction may be added to the campaign in the future.