Rewriting Earth ANNUAL REPORT 2024 REFERENCE AND ADMINISTRATIVE DETAILS Governing document: Charitable Incorporated Or9anisation Constitution oard of Trustees: Dr Alister Scott (appointed 25 August 20221 Clara Lopez Prunonosa lappoinled 29 July 2024} Rachel Kropa (appointed 31 July 2024) Daisy Steel (appointed 29 Seplember 20231 Sorah-Florence Lord {appointed 19 May 2022} Sarah Elizabeth Greenfield Clark (appointed 27 April 20221 Truly Ko (appointed 13 September 2023, resigned l O January 20241 Paul Goodenough lexoff icio) Founder and Chief Executive Officer: Paul Goodenough Registered office: 4143 Market Place, Chippenham, Wiltshire, SN15 3HR Bankers: Natwest, Chatham, Waterside Court, Western Avenue, Chatham Maritime, Chatham, Kent, ME4 4RT Independent examiner: Mander Duff ill, The Old Posl Office, 41- 43 Market Place, Chippenham SN15 3HR Charity Number: 1198287 Company Number. CE028629 @rewritingearth Page I rewriting.earth
AN INTRODUCTION FROM OUR CHAIR, DR ALISTER scorr The urgency of the climate and nature crises is growing, ond yet too often, importont environmental messages remain locked wiihin an echo chamber. At Rewriting Earth, we believe that for change lo happen at scale we have to reach new audiences, spork empathy and inspire aclion. And creativity, emotion and slorytelling are the most powerful tools to achieve thal. As a creative agency for the planet, our mission is lo bridge the gap beeen the facts ond the Feelings - lo make climate and nature stories resonate beyond the bubble. 2024 has been a landmark year for Rewriling Earth. Building on ihe momentum of our founding years, we have grown our reach, diversified our impacl and slrengthened the foundations of ihe charity. With potential reach of more than 240 million people through just of our flagship campaigns we've not only connected with new audiences about the climate crisis but have also deepened the emotional resonance of our work. Working with forward-thinking NGOS and Foundations we have seen powerful successes. .from connecting grassroots climate concerns with national media moments to launching an animated compaign alongside Jane Goodall and Peter Gabriel. We have demonslroted the power of highquality storytelling to inform, connect ond mobilise. Our collaborations have expanded across Europe and beyond, and we've worked with sector experts, creators, celebrities and campaigners - proving again that change happens when we work in partnership lo meet people where they are with stories and compaigns that louch them. As we look ahead, we remain committed to building collaborations with oiher amazing people and organisalions - delivering powerful, accessible contenl related to biodiversity, climate justice and Ihe systems thol underpin Ihem in ways that cut through. We are proud of our small but mighty team, whose ambition, innovalion and agility continue to oulperform expeclations. With ihe strength of our growing neork, and with old and new partners, we know we can go even further in the year ahead. DR ALISTER SCOTt, CHAIR OF TRUSTEES @rewritingearth Page 2 rewriting.earth
OBJECTIVES Rewriting Earth's charitable objects are: To promote for the benefit OF the public the conservation, protection and improvement of the physical and natural environment by: Raising awareness, primarily through the use of comics and accessible stories, of the importonce of biodiversity, the effects of climate change, and effective ways the public can reduce their carbon footprint and promote biodiversity. Providing funding and grants for charities and/or other organisations which promote the conservation, protection, and improvement of the physical and natural environment and which promote biodiversity. @rewritingearth Page 3 rewriting.earth
LOOKING BACK AT OUR ACTIVITIES IN 2024 This year was outstanding for Rewriting Earth, flying well past the performance of 2023. We connected with more people than ever, with two of our joint campaigns with potential reach of over 243 million people. On our social channels, we reached 6 million people, with 850,000 engagements across Instagram, Reddit, TikTok, Facebook and Twitter. Our big focus of the year was our Save Our Grassroots campaign, os well as our Saving Jane animation in partnership with Make My Money Matter, Global Witness, Global Canopy and Strange Beast to create a viral short film and Purpose Awards finalist that reached over 58m people, starring Dr Jane Goodall and Featuring an exclusive track by Peter Gabriel. In terms of our charitable objectives, Save Our Grassroots made a significant impact by raising awareness about environmental issues offecting local communities, with a particular focus on the importance of green spaces ond climate change. We continued our work with Project Everyone, pressuring the World Bank and the International Monetary Fund to increase their climate spending. We worked with the European Climate Foundation to emphasise the importance of sustainable local farming and showed our support for the sustainable food system framework being worked on in the EU. Everything we do is about partnership and collaboration. We fostered and grew relationships with organisotions such as: The Climate Coalition, Global Witness, Sea Shepherd, Ecotricity and the European Climate Foundation, as well as increasing our relationships with creators and celebrities including Peter Gabriel, Dr Jane Goodall, Paul Merson, Gary Lineker, Rob Rinder, Steve Backshall and a host of online influencers and creators. For such a smoll team, I couldn't be prouder of the impact we're having. Our ability to punch above our weight in this space continues to amaze me. PAUL GOODENOUGH, FOUNDER AND CEO @rewritingearth Page 4 rewriting.earth
ACHIEVEMENTS AND PERFORMANCE- WHAT REWRITING EARTH HAS ACHIEVED IN 2024 Our Save Our Grassroots campaign built a national groundswell of love for green spaces threatened by climate change. These spaces are vital hubs that bring together people from all walks of life, foster community, inclusivity and well_being. We created sociol content featuring household names telling stories about their favourite memories of green spaces growing up. We organised a football game, to be played in Wellington boots between sports stars, celebrities, activists and other key voices, we also ran the Cardiff marathon in a wetsuit, and created local fun events to bring the community and their MP together in one place. The campaign had potential reach of 187.8m, trended on X (Twitter), and was featured on Match of the Day and the Daily Mail. We worked in partnership lo creale a number of physical events across the UK which connected local everyday people with environmental figureheods, MPS, celebrities and athletes. Statistically, this was our most successful campaign to date, massively helped by the pickup this campaign received from UK Press and TV, but also the impact of our fantastic partner5. Saving Jane is an animated video launched in collaboration with conservalion icon Jane Goodall DBE and featuring an exclusive re- recording of Peter Gobriel's hit 'Red Rain" Rewriting Earth was part of a wider campoign with Make My Money Matter, Global Canopy and Global Witness to show the impact that pension funds can have on deforestation, without the knowledge of ordinary people paying into them. Our goal was to make people empathise and personally relate to the issue, giving them the tools to educate themselves, and let them decide what action to take. We encouraged the audience to check their pension provider with the Make My Money Matter plarform and make sure their pensions weren't being used for deforestation and other environmentally domoging practices. This campaign hod a potential reach OF over 55 million people across social and traditional media. @rewritingearth Page 5 rewriting.earth
We worked with the European Climate Foundation to promote a positive, sustainable vision For the future of farming in the EU, with a particular focus on France and Germany. We commissioned primary research to define the key target audiences in each country. This campaign happened during a tumultuous period marked by large scale farmer protests. This meant we hod to adapt the compaign on the fly, but through excellent communication, teamwork and collaboration, we managed to traverse the difficulty with success. We created six animations, three in German and three in French, with each tackling a specific topic: pesticides, farmer livelihoods and climate change. We worked with the pan-European NGO Good Food Good Forming to build Iheir capacity and support their online and in-person campaigns with resources, media assets and guidance on how to run a successful campaign. We continued our work with Project Everyone, focusing on international finance and the impact that institutions could have on the world IF they changed their policies. We also highlighted lesser-known parts of the international finance world and showed how important it is in tackling the climate crisis. A key focus for this project was on international debt and how G20 countries could drostically reduce the impact centuries of debt have had on lower-income countries. This campaign reoched over l .4 million people and had over 140,000 engogements. With Sea Shepherd we created a l O-part comic on the impact of Krill fishing on the oceans, calling for the public to join their Krill investigation. We created this comic in l O different languages, but our successful partnerships with wonderful artists and letterers helped us a great deal in overcoming the complexities. We continued creating videos and memes internolly, building our capacity to create content without the need For external funding. We have shown our ability to be agile, respond quickly to events and show our skills in video creation, joke writing and meme creation. @rewritingearth Page 6 rewriting.earth
FINANCIAL REVIEW Performance In the year total income was £357,436 Notes on income and expenditure: Rewriting Earth has continued to strengthen collaborations and partnerships. This has enabled the activities and achievements outlined above to be achieved. The charity has maintained a very lean operation in order to maintain a low cost base while delivering on its core mission. Income was a mixture of unrestricted funding and restricted grants for specific projects. The charity is extremely grateful to those individuals and organisations who have bought into the vision and have supported the work in 2024. Governance costs were £4,164. Key risks at the start of 2025 are: l. Medium and long-term funding We are keen to continue to grow and need to continue developing a lorger, more diverse portfolio of funding in 2025 ond beyond in order to deliver on its mission. Actions to control/miligate: a} Increase focus on gaining new major funding from trusts, foundations, NGOS and philonthropists including multi-annual commitments b} Nurture our existing key funder relationships, including through delivering strong impact in our work cl Use unrestricted income to support the growth and sustainability of the charity @rewritingearth Page 7 rewriting.earth
FINANCIAL REVIEW 2. Financial risk related to low reserve5 Reserves need to be built in order to mitigate financial risk. The trustees acknowledge that this will take time. In the meantime, the trustees are cognisant of cashflow issues and the need for regular and timely forecasting. Actions to control/mitigate: o} See risk I b) The charity needs to ensure that in this Start up phase that it keeps expenditure as low as il can cl Regular, timely review of cashflow, income and expenditure and forecast with eorly corrective action if needed Reserves Policy The Trustees have set a desired reserves position of 3 months of operating costs. Trustees recognise that the charity needs to have sufficient cash ond reserves to absorb short term fluctuations in income. The level of unrestricted reserrfes needs to consider both the plans of the charity and the wider economic climate. However, the Trustees also realise that building reserves takes time and that the mitigations mentioned obove seek to address this. @rewritingearth Page 8 rewriting.earth
STRUCTURE, GOVERNANCE AND MANAGEMENT Rewriting Earth was constituted as a company limited by guarantee and is governed by a Constitution. The charity was registered with the Charity Commission in March 2022. Appointment and Recruitment of Trustees The members of the Board are its Trustees for the purpose OF charity law and ore the Directors of the charitable company for the purpose of company law. Appointment of Trustees is governed by the Constitution of the charitable company. The number of Trustees appointed should not be less than three and no more than fvrfelve. There were Iwo new trustee appointments and one trustee resigned during the period. Organisational Structure The Trustees had four full formal meetings in 2024. In addition to the full Board meetings, there was active engagement of trustees in all aspects of the charity's work including communications, fundraising and finance. Senior Staff The CEO works closely with the COO on establishment and strengthen ing of systems, developing the team and working with the Trustees in developing strategy. Pay and Remuneration Rewriting Earth is an equal opportunities employer and applies objective criteria to assess merit. Pay reviews are held with stoff annually. @rewritingearth Page 9 rewriting.earth
Risk assessment and management The Trustees are aware of the major strategic, business and operational risks that the charity faces and are of the opinion that there are systems in place to minimise any perceived risks. Risk is regularly discussed by the Board on all issues that might affect the running of the organisation. Public Benefit In deciding on which activities to undertake we have taken into consideration Charity Commission guidance on public benefit. The Trustees are satisfied that the charity meets these guidelines with regard to delivering public benefit. Approved by the Board of Trustees on 17th of October 2025 and signed on its behalf by: DR AUSTER SCOTT CHARITY NUMBER: 1198287, COMPANY NUMBER: CE028629 @rewritingearth Page 10 rewriting.earth
Ex Indgp6ndont examinorfs report to the trustees of RoltIng Earth {'the Company,) I report lo the Charity trustees on my examination of the accounts of the Company for th8 year ended 31 December 2024. Rgsponslblliti85 and basls of pOrt As the charity's Injslees of the Company land also ils directors for the purposes of company lawl you are spot)sible for the preparalion of Ihfj accounts in accordance Y*ilh the requir¢menls of tho Companies Acl 201h flhe 2006 Acl'l- Having satisfied myself Ihal the a¢counls of the Company are not quIred lo be audited under Part 16 of the 2006 Act and are eli9ible for independenl examlnalion. I report in respect of my examination ol your charity's accounts a3 carried out under SeGlion 145 of lh& Charities Act 2011 flhe 2011 A¢l'l. In carying out my examin&lion I have followEd the Direcllons given by the Charity Commission under Section 145(51 Ib) of th8 2011 Act. Indopendent examlngr's statsmgnt Since your chatily's gross income exceeded £250.000 your examinei musl be a member of a lisled body. I can confimi that l am qualified lo undertake the examination because l am a member of the Association of Chartered Certified Accountants. sthich is on& of the listed bodies. I have completed my examinalion. I confim that no matter$ have ¢ome lo my allenlion in Gonne¢lion wlh the examination giving me Cause to belleve.. accounllng recoTds wete not kept in respect of the Company as required by Section 386 of the 2006 Act., or the accounts do not accord with those records., or the aG¢ounls do not comply wlh the accounting requirements of Section 398 of the 2006 Acl other than any iequiremenl that the accounts give a Iwe and fair view Ythich is not a maller considered as part of an independent examination., or Ihe a¢counls have not been prepaTed in aGGordance Nsilh the methods and prinoiples of the Slalement of Recommended PraGli¢e for accounting and reporting by charilies18ppli¢able lo charities prepating Iheir accounls in accordance w&lh Ihe Finanoial Reporting Slandard applicable in the UK and Republic of Ireland IFRS 10211. I have no ¢on¢ems and have come acf08S no other mallets in connecllon vllh the examinallon lo ¥thlch allention should be dram) in thSs report in order lo enable a pt¢per undernlandlng of the accounts lo be reached. Michael Ward FC The Association ol Chartered Certified Accountants Mander Duffill Chartered Accounlanls The Old Post Office 4143 Mart(el Place Chippenham Ilshire SN15 3HR Dal8'. Page 11
Rowrltln stalemant of Flnanclal Acllvltles orthe Year Ended 202 31.12.24 Total funds 31.12.23 Total funds Unresliicled Resiricled fund funds Nol¢s INCOME FROM Donations and legacies 45,250 45,250 163.479 Charitable actlvlllès Media produclion income Grants received Appeal Income Other income 223 121.493 46,500 108,007 22,234 12,167 46,723 229,5CK) 22,234 13,729 53,143 146.233 1,562 Total 168,528 188,908 357,436 362,855 EXPENDITUREON Charllablo acllvllles Charitable aclivily supptyl ¢osts 122,423 188,908 311,331 190,028 Other 58.857 58,857 72.780 Total 181.280 188,908 370,188 262,808 NET INCOMEI(EXPENDITUREI 112,7521 112.7521 100,047 RECONCILIATION OF FUNDS Total funds brought forward 111,728 111,728 11,681 TOTAL FUNDS CARRIED FORWARD 98,978 98,976 111,728 The notes (orm part of these finanGial slalemenls Page 12
Rewrltln Earth Balance Sheel 31 December 2024 31.12.24 Total lunds 31.12.23 Total funds Unreslficled Restricted fund funds Notes CURRENT ASSETS Debtors Cash al bank 330 126,661 330 126,561 127.913 126.891 126.891 127,913 CREDITORS Amounls falling due within one year 127.9151 127,915} (16,1851 NET CURRENT ASSETS 98.976 98,976 111,728 TOTAL ASSET8 LE88 CURRENT LIABILITIES 98.976 98.976 111,728 NET ASSETS 98.976 98.976 111,728 FUNDS Unreslricled funds 98,976 111,728 TOTAL FUNDS 98,976 111,728 Tha charilablo company is enlilled lo ex¢mpllon from audit under Secllon 477 01 Ihe Companles Act 2006 for Ihe year ended 31 December 2024. The members have nol required the company to oblaln an audit of ils financial statements for th8 year ended 31 December 2024 in accordance wilh Section 476 of thè Cotnpanies Act 2006. The Ifusleos acknowledg8 their fesponsibililigs for (al ensuring that the charitable company keeps accounting records Ihal comply wittt Sections 386 and 387 of the Companies Act 2006 and {b} preparing financial slalemenls which give a tIUo and fair view of Ihe slate of affairs of the ¢harilable company as al the end of each financial year and of ils surplus or defi¢ll for each financial year in accordanco with the requirements ol Sections 394 and 395 and which otherwise comply with the requiremer)Is of the Companies Act 2006 relating lo financial slatemenls, so far as applicable lo the charilable company. These financial slalements have b8en prepared in accordance wllh Ihe provisions applicabl& lo charitable companies subject lo the small Gompanies re9imo. The fin8nclal slalemenls were approved by the Board of Trustees and aulhorised for issue on .-17..Q.olohor..2Q2fj.......... .and were signed on ils behalf by.. Dr Allsler Scott- Trustee The notes form part of Ihese financlal slalemènls Page 13
Rewrltln Earth Nolas to th8 Financlal Stat8mants End 202 ACCOUNTING POLICIES Basis of preparing the flnanclal $talemonts The financial statements of the charitable company, which is a public benefil enlily under FRS 102, have been PTepafed In accordance wllh the Charllles SORP IFRS 1021 'Accounling and R8POrting by Charities.. Slalemenl ol Recommgnded Pra¢lic8 applicable lo chaiilies Preparing Ihoir accounls in accordance with the Financial Reporting Slarldard applicable in the UK and Republic of Ireland IFRS 1021 {effeclive 1 January 2019}', Financial Reporting Standard 102 'The Financial Reporting Standard applicable in Ihe UK and Republic of Ireland, and the Companies Act 2006. The financial slalemonls have been prepared vnder the historical cost convention. The presenlallon currency of the financial slatemenls Is the Pound Sterllng (£1. Income All income is recognised in the Statement of Financial Activities once the charity has enllllemenl lo the lunds.11 Is probable that Ihe Income wlll be recelved and the amount can be measured reliably. Expendlturè Liabilities are recogniserJ as expenditure as soon as there is a legal or conslTu¢llve obllgalion commilling the charity lo that expendilure, il is probabl8 that a Iransler of economio benefits will be required in selllemenl and Ihe amount of the obligation can be measLired reliably. Exp8ndilure is a¢¢ounled for on an accruals basls and has been ¢lassilied under headings that aggregate all cost related to th6 catègory. Where eosls cannot be directly allribuled lo particular h8ading8 they have b&an allocated lo aclivilies on a basis conslslenl wilh the use of resourcos. Taxatlon The charity is exempl Irom corporation lax on ils chaiilable adivilies. Fund accountlng Unreslilcled funds can be used In accordance wilh the charilable objeclives al the dis¢relion of th8 trustees. Reslricled funds can only be ijsed for partioular reslricled purposes within Ihe objects of the charity. Reslriclions arise when specified by the donor or when funds are raised for particular reslriGted purposes. Further explanation of Ihe nature and purpos8 of each ftjnd 15 included In the notes lo the financlal 8talemenls. TRUSTEES. REMUNERATION AND BENEFITS There were no Iruslees, Temuneralion or other benefits for Iha ye8r ended 31 December 2024 nor for th8 year ended 31 Oecember 2023. Trusleos. exponses There were no Iru$teè$' expenses pakl for the year ended 310ecember 2024 nor for the year ended 31 Decemb8r 2023. Page 14 ¢tinUed...
R wrltln Eart Notes to the Flnancial Slalemenls- ¢onllnuèd for tho Year Ended 31 Dece r 2024 DEBTORS.. AMOUNTS FALLING DUEWITHIN ONE YEAR 31.12.24 31.12.23 Olher deblors 330 CREDITORS: AMOUNTS FALLING DUE WITHIN ONE YEAR 31.12.24 31.12.23 Trade creditors Other crediloTS Accruod expens8S 21.084 3,315 3,516 10,775 2,638 2.772 27,915 16,185 MOVEMENT IN FUNDS Net movement in funds Al 31.12.24 Al 1.1.24 Unrestrlcted funds General fund 111.728 {12.7521 98.976 TOTAL FUNDS 111,728 112.7521 98.976 Nel movement In lunds, include(J in Ihe above are a$ follows: Incoming resources Resources expended Movement in (uncts Unrestrlcled funds General fund 168,528 {181.2801 (12,752) Restrlcted funds Make My Money Matter Ecolficily New VentUf0s Limiled Lld Euiopean Avlalion Environmantal Report European Climate Foundation Sea Shepherd Project Everyone Good Food Good Farming The Adlard Family Charitable Foundation Big Give The Climatè Coalition 30,000 4.000 {30.0001 {4.0001 12,500 38.700 112,5001 {38.7001 14891 {10.0001 11,6781 10.000 1,678 10,000 22,234 59.307 110.0001 122,2341 159.3071 188,908 {188.9081 TOTAL FUNDS 357,436 1370,1881 (12,7521 Page 15 oonlinued...
R¢wrltln Notes to the F5nancial Stalemtrnts- continued for the Year Ended 31 December 2024 MOVEMENT IN FUNDS- contlnuéd Comparativgs for movement In funds Nel movemènt in fL5nd8 Al 31.12.23 At1.1.23 Unrestrlcted funds G8ner81 fund 11.681 100.047 111.728 TOTAL FUNDS 11,681 100.047 111,728 Comparative nel movement in funds. In¢luded In the above are as follows.. Incoming resources Resources expended Movemenl in funds Unrestrloted funds General fuThJ 362,855 1262,8081 100.047 TOTAL FUNDS 362,855 1262.8081 100,047 The ftalu and purpose of ea¢h reslri¢led fund Is as follows: Make 14Ey Money Matter To rais¢ p¥Jblic awaieness of th& truth behlnd penslon Investments and dèforeslallon. E¢olrlcSty New Ventures Limited Ltd To produce a creative asset for an Ecolricity campaign. European Avlatlon Envlronmental Report To produ¢e a creative asset lo engagg European Aviation Environmenlal Report's audlenc8 on greening the 8vialion industry. European Climatè Foundatlon To btjild broad support for a more sustainable European focd system. Sea Shepherd To produ¢8 a creative asset for Sea Shepheid's aclivlsl totslkll offertng. Projocl Everyone Support lo convlncing World Bank leadership and leaders from key donor co¢Jnlrle8 that there is gfowing appelile for action lo increase financSng for lh8 Global Go818. Good Food Good Farmlng To croale asseis lo support Good Food Good Farming's memb8r and public engagement. The Adlard Famlty Charltable Foundallon A rapid response conlenl lab to Cfeale environmental conl6nl al pac8 for soclal media. The Blg Glve A rapid respons8 contenl lab lo crealg environm8nlal conlenl at pace for social media. The Cllmat& Coalltlon To develop a narrallve. creallve communlcallons package and nallonal moblllslng moment. Page 16 ¢onlinued...
Rewrltln Earth Notes lo the Financial Statements- conllnuod forthe Year Ended 31 December 2024 RELATED PARTY DISCLOSURES The chaiily has enlered into agreement with Geniale Ltd, a company in which Found81 and Chief Executive Officer, Patsl Goodenoygh, holds a significant business Interest. During the year Ihe provision of svrvibes amounted lo £55,500 {2023'. £51,678}. These services were at market value. No amounts were owed lo I from Geniale Ltd at year ¢nd dat¢12023: £5,000 owed al year &nd dalel- The charity was owed by £330 by Givlng Agency Ltd, a company In which Founder and Chief Executive Officer, Paul Goodenough holds a slgnllcanl busln8ss Inleresl, in iespecl of servi$ pald for by the charity on Ihelr behalf12023.- £Nil owed at year end dalo}. The charity owed Founder and Chlef Execulive Officer, Paul Goodenough £2,480 al year end dale 12023.. £940 owed al year end dale) in respect of expenses incurr8d by him on the charity'8 behalf. Page 17
Réwrltln Earth Delalled Statèment of Financlal Actlvltios for the Year End mbgr 2024 31.12.24 31.12.23 INCOME Donations and legacles Donations 45.250 163,479 Charitable acllvltles Media produclton income Appeal income Other incomo Grants 46,723 22,234 13.729 229,500 53,143 146.233 312.186 199.376 Total Incomlng resources 357,436 362,855 EXPENDITURE Support costs Activities W8ges Purchases ArtisVAnimaUonlConlenl cosls Sub¢onlraclor costs Production & media management 53,568 2,320 75,935 69.475 110,033 37,987 65 39,444 58.021 54,511 311,331 190,028 Other Insurance Postage and slalionery Sundries Computer Expens88 Travel & Subsisieace Consultancy fees Admin Foes 734 327 4,573 6,119 6,758 33.344 2,838 734 238 2,086 4,072 22,325 36.750 3.803 54.693 70,008 Governanc8 costs Accountancy and legal fees 4,164 2,772 Total re$ourcos expended 370.188 262.808 Net lexpendlture)Ilncomg {12,7521 100.047 Thls pagè does nol form part ol Ihe slalulory financial stalemenls Page 18