Since January 2024, we’ve pledged a percentage of our annual revenue via the Pinwheel platform, to four different critical marine-based projects annually, that remove atmospheric carbon and are helping to repair the planet’s natural ecosystems. The best bit? Our agency partners get to vote for their favourite project.

In a media first for the Out of Home industry, over the last two years when buying and planning campaigns across our UK assets, our agency partners get to vote for which of the high potential projects a percentage of their ad spend will support.

The four projects are carbon coastal removal, turtle protection, plastic removal and coral protection. All the initiatives are verified by the sustainability platform, Pinwheel, which supports the world’s most effective planet saving initiatives.

Our position is informed by scientific evidence which shows that many carbon offset programmes have no environmental value and sadly do very little or nothing to mitigate global warming. According to research, 70% of the $2billion spent globally on carbon avoidance or removal projects has little to no impact – and sometimes even negative consequences.

The first full 12 months of the Ocean and Pinwheel scheme resulted in direct investment for: 

• Empower which enables the tracking by volume, type and photo evidence of plastic waste using blockchain technology. The money will pay for a frontline plastic waste centre in rural India, cleaning up and educating the community about using less plastic. 
• The creation of new Coralive restoration projects in Kenya and Mauritius to grow, harvest and outplant coral onto the reef and build local capacity. 
• The protection by SEE Turtles of an estimated 300,000 turtle hatchlings and nesting sites in four countries. 
• Hourglass Climate, working for Project Vesta, which will use the funding to assess novel climate coastal carbon capture technology to safely transfer CO2 from the atmosphere into the oceans.

We will continue to roll out the Pinwheel programme in 2026, working with charities that drive action and support planet saving initiatives. 

Contact shona.dobson@oceanoutdoor.com for more information.