giffgaff’s Responsible Marketing Manifesto

At giffgaff, doing good is our thing. We’ve been Up to Good since 2009, paving the way for a better way to do mobile. Today, it’s never been more important for businesses to take responsibility and make a positive impact where they can.

As a business, we use marketing and advertising to encourage more people to get connected and join our community. You might have spotted us on your way to work or even on your telly. That brilliant ad you saw at the bus stop? That’s us. Probably.

But we know that marketing and advertising can have a huge influence, so we want to do it in a way that’s ‘Up to Good’ and represents who we are and what we believe in. With great power comes great responsibility, after all.

To keep ourselves in check, we’ve created a set of principles for getting our message out there. We want to ensure that

• the ads we make
• the content we create
• and the places and platforms they appear on

are Up to Good for people and the planet.

We want this Responsible Marketing Manifesto to outline exactly how we’ll continue advertising responsibly so that human rights remain at the heart of our decision-making.

It’ll also ensure that all our colleagues and partners understand our key values and how we’ll translate them through action. We want to walk the walk, not just talk the talk.

The Manifesto focuses on 4 areas we want to lead on:

1. Sustainability: Making decisions on what our messages say and how we communicate them with sustainability in mind
2. Diversity, Equity & Inclusion: Driving greater representation, fighting inequality and removing bias in our communications
3. Accessibility: Ensuring our marketing and communications are accessible to as many people as possible
4. Misinformation: Taking responsibility to ensure our marketing doesn’t fund misinformation, disinformation, click-bait or any intentionally misleading content.

Our Manifesto is open to everyone, so if you’re interested in learning more about how we’re driving change in marketing, feel free to take a peek. It’s a great read.