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: 

• Plastic collection. Collecting plastic from rivers and the surrounding areas before it can break down into microplastics and enter our oceans. The collected materials are responsibly recycled, and long-term waste management systems are established. Regular monitoring, community feedback, and transparent reporting ensure the delivery of both environmental benefits and social impact. Donations from 2024 were distributed across 12 waste collection programmes spanning Tanzania to India. Over the equivalent of approximately 2.1 million plastic bottles was recovered before reaching the ocean.
• The creation of new Coralive restoration projects in Kenya and Madagascar to grow, harvest and outplant coral onto the reef and build local capacity. Coral colonies are being rescued and deployed onto ocean-based nursery infrastructure to restore fragile reef ecosystems.
• Support was delivered to six conservation programmes across Central America and Africa, by SEE Turtles, protecting turtle hatchlings and safeguarding endangered sea turtle populations.
• Funding has enabled Hourglass Climate to conduct four ecological surveys annually at its North Carolina project site, advancing research into marine carbon removal solutions that could play a critical role in capturing atmospheric CO₂ and limiting climate warming.

Here from each project in the video below.

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.