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Ethical Ad Platform Good-Loop Hits £1m in Donations Milestone

Good-Loop, the revolutionary, ethical ad platform that makes the connection between brands and people more meaningful, has today hit £1m donated to charities to date. Linking companies such as Unilever, Coca-Cola and H&M with the likes of homeless shelters, beach cleanups and human rights campaigners, the positive impact of ads being run via Good-Loop has been felt by thousands of people over the past 3.5 years.

Despite the UK’s lockdown driving a 48% Q2 decline in traditional ad spend, Good-Loop today also confirmed it is on track to hit its founding target of £5m donated to good causes by 2022, as more brands look to advertise sensitively and with purpose in a world increasingly shaped by the global pandemic and major social movements. (In May, PFS found that 55% of consumers feel greater loyalty towards brands that are helping people during this time. Similarly, Twitter reported 77% of users feel more positively about brands who are actively supporting society during the pandemic.

Good-Loop converts ad money into free charity donations, rewarding people who choose to watch an ad for their attention by donating 50% of the money that ad costs to run to a chosen charity. A win-win, as well as raising money for good causes, Good-Loop also typically delivers 33% higher engagement for brands and a 45% uplift in ad recall, meaning advertisers’ spend is working harder for them.

Charities that have benefited from this mutually beneficial style of advertising include:

● Street Games, in partnership with Coca-Cola (where over £40,000 has been donated to help

train football coaches and open up sports access to facilities in communities where they are


● Centrepoint in partnership with TOMS (791 nights of safe accommodation for a young

homeless person provided)

● WWF in partnership with H&M (25,000 trees planted) and

● Surfers Against Sewage in partnership with Doombar (250 beach clean-ups and 1900 school

visits funded)

Amy Williams, CEO and co-founder of Good-Loop commented, “Media spend typically represents 90 per cent of global brands’ advertising budgets, equivalent to over £100bn each year. Imagine all the good that money could do if spent in a way that is not inadvertently funding online hate, for example, but actually adds positive impact in the world? Smashing our £1M target is proof that the notion of ‘good business = doing good’ is anything but imaginary!”

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