International communications firm Infinite Global unveiled a new initiative across its global business to contribute its resources to the fight against the impacts of climate change.

At the heart of the programme is a firm-wide commitment throughout 2021 to undertake, on a pro bono basis, media activity for clients that relates directly to their efforts to combat climate change. The initiative will be available to any retained clients, which span the professional and financial services, property and B2B corporate sectors. The firm will be contributing significant resources – up to a fifth of normal account resourcing levels – to support communications and media activity around clients’ own climate change efforts, milestones and partnerships.

The new pro bono initiative is a key component of the firm’s own long-term strategy to tackle the issue of climate change across the business, which comprises a 50-strong team across four offices in the United Kingdom and the United States. Its launch also comes ahead of the global COP26 climate conference in November later this year, widely viewed as a critical turning point in efforts to combat climate change.

As part of its new climate change strategy, Infinite Global has joined the SME Climate Commitment, which is recognised by the United Nations Race to Zero campaign and requires the firm to halve its greenhouse gas emissions by at least 2030 and achieve net zero emissions by 2050, if not sooner. As well as various initiatives to assess and reduce the firm’s overall environmental footprint, the program also aims to boost team engagement on the issue through training and volunteering, and will see the firm become an active participant in the wider debate over the importance of tackling the climate crisis. Progress against the program’s overall targets and commitments will disclosed on a yearly basis from 2022.

Scott Addison, UK director and head of corporate who is spearheading the initiative, says, “Many firms have taken, or are starting to take, decisive action on the issue of climate change – and a critical part of generating real momentum from those efforts is that they are seen and well understood. Through visibility and transparency, a positive and cumulative effect can be realised with businesses across the globe picking up the baton and beginning – or accelerating – their own climate responsibility journey. We hope to make a tangible difference to those efforts by contributing our communications and stakeholder engagement expertise on this critical issue.”