More responsible advertising: find the right tone
Today, acting for sustainability is not enough: it must also be communicated accurately and engagingly. Consumers seek sincere brands whose environmental and social commitments are not only strong but also clear and credible.
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Are You Acting for Sustainability? Say It Clearly!
Advertising related to sustainable development is a true art that requires rigor, coherence, and inspiration. A poorly phrased message can cause doubt. Conversely, a well-crafted narrative can raise awareness and mobilize audiences.
At RMB, we believe that supporting brands in environmental or social communication depends as much on suitable ad formats as on strategic guidance. Beyond our BLUE commercial offers, we provide tools, studies, and workshops to help you build an impactful, sincere, and transformative message. Discover our best practices for credible engaged advertising and give your messages the accuracy they deserve.
Create the spark with murals
At RMB, we believe awareness is the first step toward change. That’s why we host collaborative murals. These fun workshops are designed to raise awareness of specific issues. Beyond raising awareness, they aim to identify concrete actions to implement.
- The Advertising Mural
We offer to host the Advertising Mural at your company or in our offices. This interactive workshop will help you understand the major social, economic, and environmental challenges in the advertising sector. You’ll also discover actions you can take to be a change agent within our ecosystem. In 2024, 82 participants joined this inspiring experience. Why not you? - The New Stories Mural
In this 3-hour workshop, we invite you to explore the impact of narratives on society and decode their influence on behavior. Together, we’ll rethink collective imaginations, replacing outdated views with positive stories that inspire a more responsible, desirable future.
These workshops are for everyone in your company, from leadership to marketing teams. You can even invite your clients ! Let’s redefine tomorrow’s communication together.
Combine sustainability and advertising credibility to better persuade
Credibility is a decisive factor for more responsible advertising : 65% of consumers are ready to change habits in favor of brands committed to sustainability if they find them credible. If you commit to sustainability, it is essential that your communication is seen as credible. Otherwise, your actions, no matter how commendable, risk being undervalued.
To explore credibility further, RMB conducted a specific study on radio ads with Var (VRT’s advertising agency) and media partners (NRJ, RTBF, LN RADIO). The study results, led by Bubka agency, are clear : in the South, only 13.9% of radio ads with a “sustainable” theme are seen as credible by listeners. This rises slightly to 22% for campaigns from the institutional sector.
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Spot and Avoid Greenwashing in Your Campaigns
Today, ecological issues play a central role in advertising communication. And that’s great news! However, it is essential to avoid misleading consumers with vague, deceptive, or unverified environmental claims. Especially since the European Union plans radical measures for advertisers by 2026 to actively fight greenwashing.
In this context, RMB partnered with JCDecaux and GiveActions to conduct a study to provide an overview of greenwashing in Belgium. Analyzing about 13,000 ads broadcast over the past year on radio, TV, and billboards, this study already includes two editions in 2024 and 2025.
The main findings of the latest wave are: 7.8% of all ads contain an environmental claim and 27.4% of these eco-related ads pose a risk of greenwashing.
Integrate CSA best practices in your messages
The CSA (Higher Audiovisual Council) has developed a new code of conduct for advertisers to reduce sexism, hypersexualization, or gender stereotypes in their ads. The goal is clear: to promote more equal, inclusive, and respectful commercial communications for all.
RMB fully supports this approach and actively backs this code of conduct because sustainability is also about social progress. With this in mind, we invite you to explore the CSA practical guide, a useful tool to help you revise the stereotypes still too often seen in advertising through your messages.
Together, let's concretely integrate CSA recommendations into your campaigns. Because a message aimed at sustainability also drives social progress.
Tell an engaging Blue Story with Slice
In a world flooded with content, powerful stories make the difference. In sustainability, good storytelling can transform a simple commercial message into a true emotional connection and make a sustainable service or product more desirable.
With Slice, the RMB-linked Content Agency, we help you create a Blue Story that reflects you: sincere, impactful, and forward-looking.
Slice connects committed brands with inspiring content creators to build emotionally rich campaigns. Together, we craft stories aligned with your CSR commitments while avoiding greenwashing. The goal? To turn your messages into brand experiences that build lasting connections with your audience. Let your voice resonate beyond words. Make engagement resonate.
Accelerate your transition to accessible advertising
On the occasion of its 40th anniversary, RMB published a White Paper dedicated to subtitling and audio description: a clear and practical guide to help advertisers easily integrate accessibility into their campaigns. It explains the key steps, dispels technical barriers, and shows that this shift is simple, affordable, and strategic.
Designed as a common reference for the market, the White Paper is based on major advances made by RMB with RTBF, enabling, from fall 2025, the TV broadcast of spots simultaneously subtitled and audio described — a national first paving the way for truly inclusive advertising.
By bringing together recommendations, best practices, cost estimates, and feedback, this resource is an essential tool to guide you toward more open communication aligned with current societal expectations.
