TikTok has launched a new sustainability-focused campaign in partnership with Ad Net Zero, the UK Advertising Association’s initiative to reduce carbon emissions in advertising.

Named the “Action 5 pilot,” the campaign will feature TikTok creators James Warnock , Medina Grillo , Helen Anderson and Dami Hope.

These creators will appear in ads showcasing the benefits of refurbished technology, from trade-in programs to recycling initiatives.

Running from 11 February to 24 March 2025, the campaign will utilise a variety of ad formats.

Kris Boger, general manager of global business solutions at TikTok UK, said: “This campaign marks a significant milestone for sustainable advertising on TikTok and shows what is possible when innovation aligns with purpose.

“It’s inspiring to witness brands like giffgaff not only enhance their creativity on the platform but also demonstrate a strong commitment to impactful and conscious advertising practices.

“We hope it serves as a blueprint for others to follow. We have exciting plans to support likeminded clients in advertising more sustainably on TikTok and look forward to sharing more news on how brands can get involved as we work towards a future of sustainable advertising.”

Lisa Boyles, head of go-to-market and media at giffgaff, added: “We are deeply passionate about responsible and sustainable marketing, including how we buy our media but also with the messages we choose to show up with.

“We are delighted to be partnering with TikTok to lead the charge with a truly collaborative campaign that demonstrates our commitment in this space, whilst arming the wider industry with insights and inspiration to take action themselves.”