What is Right Thing Media?
Right Thing Media empowers brands to do the right thing by creating social and environmental impact advertising solutions with existing media partners. The project is all about fusing creative advertising with robust ESG and CSR expertise, ensuring that brands connect with today’s consumers and shareholders who expect ethical and purposeful advertising. With a focus on agencies, media partners, and non-profits, Right Thing Media bridges the gap between commercially successful campaigns and genuine social impact. The approach is seamless—from campaign briefing and charity matchmaking to full creative management and post-campaign performance data reporting—delivering not only advertising success but meaningful, shared benefits for society and the environment.
Main Benefits
Key figures and facts include:
- Over 2500+ work completed and still counting.
- B Corp score: 88.6.
- Provides in-depth ESG & CSR knowledge for clients and media partners.
- A simple three-step process: Campaign Briefing + Charity Matchmaking, Creative + Media, and Campaign Performance Data + Social Impact Insight.
- Connects brands with top agencies, media owners, publishers, ad tech vendors, and non-profits.
Collaboration Across Sectors
Right Thing Media’s model is designed to benefit a wide variety of stakeholders—agencies, media partners, and non-profits alike. The campaigns link brands, media owners, publishers, media distributors, and even ad tech vendors in an ecosystem where every participant helps to generate tangible social and environmental impacts. By harnessing a dynamic network of industry insiders and purpose-driven partners, the project delivers creative and impactful advertising solutions that resonate deeply with contemporary audiences. The nature of these collaborations is as straightforward as it sounds… a commitment to shared value and ethical advertising across all channels.
A Simple Process for Impact
The project’s strategy is built around three seamless steps that turn complex advertising demands into streamlined campaigns. It all begins with an in-depth campaign briefing paired with charity matchmaking, where a cause area and a suitable non-profit partner are identified. Following this, the creative and media aspects are managed from concept to completion with precision and flair. Finally, detailed campaign performance data, accompanied by social impact insights, reveal how well the campaign met both advertising goals and impact targets. This efficient process demonstrates clearly that integrating purpose into advertising isn’t just a lofty ideal—it delivers real, measurable results.
Sustainable and Ethical Advertising
As a B Corp certified business and a proud member of the Conscious Advertising Network (CAN), Right Thing Media champions ethical standards and sustainable practices across the industry. The project is driven by a mission to raise awareness of the United Nations’ Sustainable Development Goals (SDGs) within the media world and to serve as Goalkeepers of Goal 17—Partnership for the Goals. With a focus on integrating ESG and CSR principles at every stage, the platform makes it evident that responsible advertising can be both commercially successful and beneficial to society. This sustainable approach invites brands to embrace a future where ethical advertising is the norm rather than an exception.
The Power of Integrated Impact
At its core, the power of Right Thing Media lies in its ability to insert social and environmental benefits right into the heart of advertising campaigns. This integrated approach has led to impressive real-world outcomes such as providing emergency food parcels for families in need, capturing thousands of tons of tCO₂e through energy projects, and building essential sanitation facilities through collaborations with trusted partners. Every campaign is more than just an advertisement—it is a statement of commitment to making a tangible difference. The casual yet dynamic tone of the recommendations in these initiatives resonates with today’s audiences, making them not only mindful but also inspired by the brands they support.
Project Impact and Linked SDGs
- SDG 2: Zero Hunger – Campaigns have contributed to food parcel support for families in need.
- SDG 6: Clean Water and Sanitation – Collaborations such as with WaterAid highlight efforts to build essential sanitation facilities.
- SDG 13: Climate Action – Environmental impact campaigns, like the Move to Zero initiative, have captured significant tCO₂e reductions.
- SDG 17: Partnership for the Goals – The collaborative nature of the project reinforces the power of strategic, multi-stakeholder partnerships.
Broader Community Impact
Right Thing Media is much more than an advertising platform—it’s a movement that creates a ripple effect across communities. Campaigns have been designed not only to meet commercial objectives but also to drive lasting positive social change. From high-profile projects with Givewith, Sublime, and Mindshare that spotlighted innovative initiatives, to groundbreaking environmental campaigns with major global brands, the project has continually proven that effective advertising can be a powerful agent for good. This approach builds an ever-expanding environmental and social impact community that unites purpose-driven brands and non-profits, ensuring that every campaign does more than just capture consumer attention—it also leaves the world a little better than before.
