The Temper of The Times Foundation was created to promote the use of standard marketing concepts to enhance environmental awareness. Specifically, it aims to support advertising that fosters the conservation and restoration of native wildlife, plants, and ecosystems in the United States. The foundation was established by The Moneypaper, Inc.'s board of directors in 1997, targeting environmental organizations with limited access to paid media.
The Temper of The Times Foundation grants are intended for specific advertising campaigns that contribute to the conservation and restoration of wildland ecosystems in the United States. Eligible projects may involve the production and distribution of environmental advertising across various media platforms, including print, radio, and television, as well as the creation of educational materials like pamphlets, books, videos, or press packets. The grants focus on measurable outcomes in wildland ecosystem preservation, excluding costs related to organizational newsletters, membership drives, or staff salaries.