How to boost your message’s impact
Sustainability: let’s communicate with authenticity and conviction!
.png?language=en)
Radio ads: credible and ‘sustainable’?
RMB, together with NRJ, RTBF, and LN RADIO, has conducted a benchmark study on the credibility of ‘sustainable’ radio campaigns in the south of Belgium. Led by the Bubka agency, this research complements a similar study by VAR, the VRT’s advertising agency, in the northern region. The result: a national-level analysis, comparing insights from French- and Dutch-speaking audiences.
Radio is definitely a powerful tool for promoting sustainability! Some campaigns stood out, leaving a positive mark on listeners. Yet, there is still work to do to boost overall credibility.
You are a sustainable brand or service? You are selling an eco-friendly product? Make your message count. Get together with RMB and leverage these insights to maximise your impact.
.png?language=en)
The power of social norming
VAR and RMB teamed up to study sustainable radio spots, exploring how social norming influences the shift toward more eco-friendly behaviors.
Real change will happen when sustainability will become second nature, woven into the unspoken rules that guide our daily lives. Once it will be part of these social norms, then people will naturally adopt behaviors that protect the planet, support a thriving economy, and strengthen social fairness.
Simply put, the more common sustainable actions become, the more they are embraced. And media and advertising play a key role in shaping these norms through powerful communication.
Share of ‘sustainable’ radio campaigns perceived as credible (South)
Share of ‘sustainable’ radio campaigns that motivate consumers (South)
Credibility rate of commercial radio spots (South)
A closer look at RMB’s study
RMB teamed up with the Bubka agency and Professor Dr. Gino Verleye (Ughent, IMEC, VUB) to dive deep into its radio partners’ networks.
The aim? To pinpoint the key factors that shape the credibility of sustainability-driven campaigns. The study also sought to arm responsible advertisers with valuable insights to create campaigns that truly resonate. To do so, 75 radio ads from 10 different industries were analyzed using a scientific approach.
The results reveal that the number of ‘sustainable’ campaigns considered credible is still relatively low. Cultural differences between the north and south of Belgium play a significant role in shaping how these campaigns are perceived. Additionally, perceptions vary based on whether the campaign is commercial or non-commercial, or on the advertiser’s industry.
.png?language=en)
Other key results
- Share of ‘sustainable’ radio campaigns perceived as credible:
- 13.8% South
- 9.7% North
Share of ‘sustainable’ radio campaigns capable of motivating consumers:
- 7.3% South
- 6.7% North
- Credibility rate of radio spots is higher for non-commercial campaigns (South):
- 9.7% commercial spots
- 18.3% non-commercial or public interest spots
Credibility rates of radio spots vary significantly across industries (South):
- 20.2% highest level (non-profit & public sector)
- 4.3% lowest level (B2B services)
Contact us!
You are a brand with a purpose? Ready to stand up for sustainability?
Making sure your advertising message hits the mark with credibility is key to getting the recognition you deserve. And guess what? RMB is here to help you make that happen!
