What COUNT US IN LTD does

Count Us In Ltd is a UK-registered charity (charity number 1195686) and private limited company (company number 13199784) co-founded by Eric Levine and Justin Forsyth, headquartered in Oldbury with a London office. The organization develops and delivers climate and nature action campaigns that harness popular culture — sport, music, film, and gaming — to engage mainstream audiences that traditional climate messaging has failed to reach. It explicitly targets the "moveable middle": non-activist audiences who are concerned about climate but not yet taking action in their daily lives.

Its operational model is partnership-driven rather than product-driven. Count Us In co-creates campaigns with cultural institutions, broadcasters, streaming platforms, brands, conservation NGOs, and grassroots communities, and runs country-specific programs in the UK, Brazil, Mexico, and the US, with global mobilization around major football moments. The technical core is a configurable Climate Action Platform that uses game mechanics, pledging, social influence tools, nudging, and personal assessment to drive adoption of climate actions. Campaign design is grounded in a proprietary behavioral science framework co-developed with Rare, built around five psycho-social states (descriptive norms, injunctive norms, normative expectations, self-efficacy, outcome efficacy) and validated through a 16,748-respondent four-country study on climate action labeling.

Count Us In's revenue comes from charitable grants, partnership contributions, and collaborative campaign funding rather than direct product sales, with no public pricing. It operates with 1-10 staff, a board chaired by Carolyn Maddox, and trustees including Bobby Warshaw, Fiona Macklin, Kené Umeasiegbu, and Paulette van Ommen. The campaign portfolio spans Earth FC, Green Football, Sounds Right, Step Zero, Don't Look Up, Wild for All, Rivers are Life, Extreme E, Breaking Boundaries, and the European Climate Pact, with a 2026 strategy explicitly centering football as the lead global platform.

Name

COUNT US IN LTD

Legal name

CUI – Count Us In Limited

Website

https://count-us-in.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Count Us In Ltd is a UK-registered charity that develops climate and nature campaigns with sports, music, film, and gaming partners to drive mainstream audiences — the "moveable middle" — to take climate action.

Ownership category

akta.pro rank

Product category

Climate Action Campaign Development

NAICS

Environment, Conservation and Wildlife Organizations (813312), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Membership Organizations (8600), Services-Advertising Agencies (7311)

akta.pro primary industry

Climate Change Mitigation & Adaptation (BPAGAGAF)

akta.pro secondary industries

Environmental Education, Capacity Building & Community Engagement (BPADALAO), Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL), Community Environmental & Sustainability Events (Earth Day, Clean-Up Festivals) (MPAGAEAO)

Keywords

• Climate action campaigns
• Behavioral science research
• Sustainability partnerships
• Environmental awareness programs
• Nonprofit campaign development

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Campaign Development and Delivery Services: Count Us In develops and delivers ground-breaking climate and nature campaigns in partnership with organizations, brands, communities and grassroots groups. As a charity (number 1195686) and company (number 13199784) registered in England, revenue appears to come from partnerships, grants, and collaborative campaign funding rather than direct product sales.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Count Us In develops and delivers ground-breaking climate and nature campaigns that harness the power of popular culture — sport (football), music, film, and gaming — to inspire mainstream audiences to take practical climate and nature-positive action. Working with cultural organizations, brands, broadcasters, sports clubs, and grassroots communities, the organization co-creates standalone campaign initiatives (e.g., Earth FC, Green Football, Sounds Right, Step Zero) and operates customizable digital Climate Action Platforms with game mechanics, pledging tools, social-influence features, and behavioral-science nudging. The work is funded through partnerships, grants, and collaborative campaign support rather than commercial product sales.

Product overview

Count Us In is a climate action campaigning organization, not a unified software product. It operates a portfolio of distinct campaign initiatives spanning sports (Earth FC, Green Football), music (Sounds Right), entertainment partnerships (Don't Look Up, Wild for All, Breaking Boundaries), social media (Step Zero), and environmental causes (Rivers are Life, Extreme E, European Climate Pact). These campaigns function independently rather than as a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Earth FC: Global campaign to unleash the power of football to protect what we love, mobilizing fans, players, clubs and communities to stand up for football and the planet.
• Green Football
• Sounds Right
• Step Zero
• Don't Look Up
• Wild for All
• Rivers are Life
• Extreme E
• Breaking Boundaries
• European Climate Pact

Products and services

• Earth FC A global campaign mobilizing football fans, players, clubs, and communities to take simple climate actions that add up to real impact, building momentum toward COP30 and beyond.
• Green Football The world's biggest football-climate campaign uniting professional clubs, leagues, broadcasters, and fans across the UK to tackle climate change through the Green Football Cup tournament model.
• Sounds Right An initiative recognizing NATURE as an artist on music streaming platforms (Spotify, Apple Music), directing royalty proceeds to conservation initiatives and inspiring music fans to take nature-protecting actions.
• Step Zero A coalition with social media creators to scale science-backed sustainability content and inspire behavior change, featuring the Step Zero Library as a resource for content creators covering climate communication, misinformation, and key thematic areas.
• Don't Look Up A climate action platform developed in partnership with Netflix and the filmmakers of the blockbuster film, enabling viewers to channel their concern into direct action.
• Wild for All An impact campaign developed with filmmakers of President Barack Obama's Netflix documentary 'Our Great National Parks' and WCS, encouraging viewers to connect with nature and take action to safeguard it.
• Rivers are Life A campaign supporting UN Patron of the Oceans Lewis Pugh's record-breaking swim down the Hudson River, developing calls to action to raise awareness and protect local rivers.
• Extreme E A fan engagement campaign co-designed with Extreme E racing series where fans backed racing teams by committing to take climate action in their own lives.
• Breaking Boundaries A climate action platform developed with filmmakers of Sir David Attenborough and Johan Rockström's Netflix documentary, offering effective actions to help humanity stay within planetary boundaries.
• European Climate Pact A partnership with the European Climate Pact to inspire citizens to take practical actions to reduce carbon pollution as part of their public engagement campaign.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

31 partnerships are on record, tiered core and supporting.

• Museum for the United Nations – UN LivecoreStrategic or Co-development Partner · 18 April 2023UN Live is a core, founding partner of the Sounds Right campaign, working to recognize nature as an artist and mobilize music fans for nature conservation. Count Us In is also part of this founding coalition for the initiative.
• RarecoreStrategic or Co-development PartnerRare is a global conversation non-profit specializing in social change for the environment and is part of the Count Us In leadership team. They co-develop behavioral science frameworks and campaign insights, including psycho-social state integration and climate action labeling research.
• Earth PercentcoreStrategic or Co-development PartnerEarth Percent is a founding partner of the Sounds Right campaign, contributing to the coalition effort to recognize nature as an artist and mobilize music fans for climate action.
• The Listening PlanetcoreStrategic or Co-development PartnerFounding partner of Sounds Right campaign, contributing nature sound recording expertise and platform for the initiative recognizing nature as an artist.
• VozTerrasupportingStrategic or Co-development PartnerFounding partner of Sounds Right campaign, participating in the coalition to mobilize music fans for nature conservation and climate action.
• EarthrisesupportingStrategic or Co-development PartnerFounding partner of Sounds Right campaign, contributing to the initiative to recognize nature as an artist and inspire climate action through music.
• Music Declares EmergencysupportingStrategic or Co-development PartnerFounding partner of Sounds Right campaign, joining the coalition to mobilize music industry and fans for climate and nature action.
• The Nature ConservancysupportingGTM or Marketing PartnerPartner organization for Sounds Right, working to encourage millions of music fans to recognize the value of nature and take action to protect it.
• Wildlife Conservation SocietysupportingGTM or Marketing PartnerPartner for Sounds Right, collaborating to inspire fans to connect with nature and take conservation action.
• SpotifycoreGTM or Marketing PartnerStreaming platform partner where NATURE is registered as an artist on Spotify. Hosts 'Feat. NATURE' playlist with tracks by globally renowned artists featuring nature sounds, with royalties supporting conservation.
• Apple MusiccoreGTM or Marketing PartnerStreaming platform partner for Sounds Right where NATURE is registered as an artist. Hosts nature sound content and artist features supporting the campaign.
• Sky SportscoreGTM or Marketing PartnerBroadcasting partner for Green Football Weekend campaign, featuring original climate-focused content during the initiative that reached millions of football fans.
• BT SportssupportingGTM or Marketing PartnerBroadcasting partner for Green Football Weekend, contributing to the campaign's reach across UK football audiences.
• 90+ UK Football ClubscoreGTM or Marketing PartnerOver 80 professional football clubs participated in Green Football Weekend, wearing green armbands, taking part in 'greener games', and engaging fans with climate messaging through the tournament model.
• NetflixcoreGTM or Marketing PartnerPartner on 'Don't Look Up' climate action platform campaign, developing a platform to help viewers channel interest in the film into direct climate action. Also partner on 'Breaking Boundaries' documentary campaign.
• UnilevercoreStrategic or Co-development PartnerCoalition partner in Step Zero initiative to scale sustainability content on social media, aiming to engage 50,000 creators to reach one billion consumers.
• YouTubecoreGTM or Marketing PartnerCoalition partner in Step Zero, contributing platform reach and resources to the initiative making sustainable living mainstream through creator content.
• PinterestsupportingGTM or Marketing PartnerCoalition partner in Step Zero initiative, contributing platform integration for sustainability content and creator collaboration.
• Project DrawdownsupportingStrategic or Co-development PartnerCoalition partner providing scientific expertise and research support for Step Zero content library on climate and sustainability topics.
• UNDPsupportingStrategic or Co-development PartnerCoalition partner in Step Zero, contributing to the initiative to scale sustainability content and inspire behavior change through social media.
• WPPsupportingStrategic or Co-development PartnerCoalition partner providing creative and communications expertise for Step Zero initiative to scale sustainable living content.
• Futerra Solutions UnionsupportingStrategic or Co-development PartnerCoalition partner contributing to Step Zero content library and sustainability communications strategy.
• Re:wildsupportingStrategic or Co-development PartnerCoalition partner providing conservation expertise and nature-focused content for Step Zero initiative.
• Playing for the Planet AlliancesupportingStrategic or Co-development PartnerAlliance where UN, campaigners, social scientists, and gaming studios collaborate to weave climate action into the influential domain of gaming.
• Climate Content PledgesupportingStrategic or Co-development PartnerUK initiative where broadcasters and streamers collaborate to educate viewers about climate realities and the road to net-zero, with Count Us In involved through BAFTA connections.
• Potential Energy CoalitionsupportingStrategic or Co-development PartnerPartner organization working on climate communications and campaigning, referenced in COP28 reflections as part of the collaborative ecosystem.
• Global OptimismsupportingStrategic or Co-development PartnerPartner organization in the climate campaigning ecosystem, with Fiona Macklin serving as Senior Advisor to Groundswell at Global Optimism.
• Wildlife Conservation SocietysupportingGTM or Marketing PartnerPartner on 'Wild for All' impact campaign with filmmakers of President Obama's Netflix documentary to encourage viewers to connect with nature.
• Lewis Pugh / Rivers are LifesupportingGTM or Marketing PartnerUN Patron of the Oceans, supported by Count Us In developing Rivers are Life campaign to raise awareness of river protection actions.
• Extreme EsupportingGTM or Marketing PartnerCo-designed fan engagement campaign where fans backed racing teams by committing to take climate action in their own lives.
• European Climate PactsupportingGTM or Marketing PartnerEuropean Commission initiative chose Count Us In to inspire citizens to take practical actions to reduce carbon pollution as part of their public engagement campaign.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• WWF: WWF is a large established environmental NGO running mass-market campaigns (including with sports and media). It is a broad incumbent in the same environmental-conservation advocacy space but at significantly greater scale and breadth than Count Us In's culture-focused niche.
• The Nature Conservancy: The Nature Conservancy is a Sounds Right coalition partner and a broad incumbent environmental NGO with global conservation programs. It overlaps with Count Us In on nature-based cultural engagement but at much larger institutional scale.
• UN Climate Champions (Race to Zero): The UN Climate Champions team leads the Race to Zero campaign; board member Fiona Macklin previously led Race to Zero. It is a broad incumbent in the climate-mobilization space, operating under UNFCCC auspices at a much larger institutional scale.

Direct peers

• Rare: Rare is a global behavior-change nonprofit for the environment and an explicit Count Us In leadership-team partner. It co-developed Count Us In's psycho-social framework and Climate Culture program, and is itself a peer operating in behavioral-science climate campaigning.
• Potential Energy Coalition: Potential Energy Coalition is a climate-communications nonprofit using behavioral science and creative strategy to shift public opinion. It is a direct peer in the climate-campaigning space and was referenced alongside Count Us In in COP28 reflections.
• albert (BAFTA): albert is the pioneering carbon calculator for the film and TV industries, launched by BAFTA where Count Us In Campaign Director Genevieve Margrett previously worked. It is a direct peer in entertainment-industry sustainability campaigning.
• Climate Content Pledge: The Climate Content Pledge is a UK initiative where broadcasters and streamers collaborate to educate viewers on climate. Count Us In is connected through BAFTA's albert team and is a direct peer in media-industry climate campaigning.
• Global Optimism: Global Optimism is a climate campaigning organization (home of Groundswell, Mission 2025, Race to Zero) that Count Us In board member Fiona Macklin serves as Senior Advisor to. It is a direct peer in the climate-mobilization nonprofit space targeting mainstream and policy audiences.
• Futerra Solutions Union: Futerra is a purpose-driven communications agency and Step Zero coalition partner. It shares Count Us In's positioning at the intersection of behavioral science, creative campaigning, and mainstream audience engagement on sustainability.
• Playing for the Planet Alliance: Playing for the Planet Alliance convenes UN, campaigners, and gaming studios on climate action in games. Count Us In is a partner and overlaps directly on cultural-channel (gaming) climate campaigning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CountUsInSOCIAL
• YouTubeyoutube.com/@countusin1985
• LinkedInlinkedin.com/company/count-us-in-social
• Instagraminstagram.com/countusinsocial

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about COUNT US IN LTD