Campaign Serves to Stem Misinformation on Climate Change Through Creative Ad Formats Reaching Millions of People; is Supported by Founding AdTech Partners InMobi, Pinterest, Verve Group, Index Exchange, Amobee, Media.net, SeenThis, SmartNews, Media.Monks, Smartly.io
AdTechCares––a 501 (c)(3) organization co-founded in 2020 by Amobee and more than 50 partners from across the advertising ecosystem––has partnered with Project Drawdown, a nonprofit organization working to reduce greenhouse gas concentrations in the atmosphere, to launch a global campaign to encourage climate action.
AdTechCares worked closely with Smartly.io, Rooster + Black Creative, and Project Drawdown, to create powerful messaging and identify key audiences for the “Odd One Out” global advertising campaign that launched in November 2022. The campaign, which targets both individual and systemic change-makers, seeks to motivate climate-friendly actions in three areas: food, agriculture and land use; industry; and transportation, using photo and illustrated treatments. Twelve creative options are available in a variety of sizes for AdTechCares partners to share with audiences around the world. The campaign will run indefinitely to support the long-term goal of avoiding catastrophic climate change and shaping a healthier planet for current and future generations. Sectors such as energy and buildings may be added to the campaign in the future. Media.Monks, global marketing and advertising services company and AdTechCares member, will support the effort with social strategy and execution, and Scope 3, the only company to measure end-to-end emissions from across the media and advertising supply chain, will run the campaign measurement.
“We have all been discouraged by the ‘doom and gloom’ stories that have dominated climate change news in recent years,” says Todd Reubold, Director of Marketing and Communications at Project Drawdown. “Project Drawdown and AdTechCares aim to change the conversation. This campaign will bring hope to the narrative and inspire action by showing how—if we work together—we can address climate change as quickly, safely, and equitably as possible.”
“As a member of AdTechCares, and a longtime supporter of Project Drawdown and its mission, we’re proud to help amplify this campaign,” says Liz DeAngelis, VP, Programmatic & Media at Media.Monks. “The advertising community 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. We’re honored to lend our skills and expertise to this campaign and cause.”
“Year-over-year, InMobi continues to support AdTechCares and its important mission. InMobi is thrilled to be the primary audience partner on this campaign with Project Drawdown to influence people across the globe about how they can combat climate change,” says Kunal Nagpal, Chief Business Officer, InMobi.
AdTechCares proudly partners with organizations, such as InMobi, Amobee, Index Exchange, GeoEdge, Media.Monks, Media.net, Pinterest, SmartNews, SeenThis, Smartly.io, Verve Group as well as others, and most recently went live with campaigns in partnership with Sandy Hook Promise, which has served nearly 3 million impressions across digital, video and out-of-home.
AdTechCares launched at the start of the Covid-19 pandemic in 2020 and has since partnered with 50+ ad tech companies to combat misinformation and keep humanity well. AdTechCares’ efforts originally focused on Covid-19 safety, as well as Black Lives Matter and the Covid-19 vaccination rollout, campaigns which have reached more than three billion users combined across the globe.