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An inspiring mural to rethink advertising
Blue Minutes, a solidarity advertising initiative
Inspired by “cafés suspendus” initiatives, Blue Minutes enables advertisers to donate part of their media space to nonprofit organizations working toward the UN Sustainable Development Goals (SDGs). The goal: amplify messages that create social and environmental impact while highlighting the commitment of brands supporting the initiative.
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Donating advertising space
Blue Minutes transforms the idea of generosity into a powerful tool for impact. Advertisers running campaigns on RMB media can donate a slice of their advertising space to a nonprofit organization that might otherwise struggle to get its message out to the public.
The real magic happens through collaboration: RMB acts as a bridge, allowing multiple advertisers to pool their contributions, giving nonprofit organizations wider reach and greater visibility than they could achieve alone.
Blue Minutes supports nonprofit organizations committed to creating a better world—specifically those advancing one of the 17 UN Sustainable Development Goals (SDGs).
For advertisers, this is more than just giving space. It is an opportunity to showcase social responsibility, amplify sustainability commitments, and join a solidarity-driven advertising movement that makes a tangible difference.
Blue Minutes debut with Les Petits Riens
The first edition of Blue Minutes, scheduled for October 2025, will feature Les Petits Riens in a radio campaign.
Les Petits Riens face multiple challenges: surplus textiles to sort, rising management costs, and pressures from fast fashion, the pandemic, inflation, and the energy crisis. Funding essential projects for vulnerable people is becoming increasingly difficult, even as social needs grow.
That’s why this nonprofit organization wishes to amplify its message: beyond second-hand goods, Les Petits Riens represents a local actor committed to fighting poverty and overconsumption. Every gesture—whether material donations, in-store purchases, or financial support—helps build a fairer, more circular, and solidarity-driven world.
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Become a driver of solidarity
Participating in Blue Minutes shows your clients that your values go beyond your products. You demonstrate that your advertising budget contributes to a more humane and responsible society. In return, you earn the trust and respect of consumers who pay attention to brands’ genuine commitments.
Supporting a local nonprofit organization amplifies its social impact while reinforcing your brand image as committed to sustainability and social responsibility. In solidarity advertising, visibility and goodwill complement each other, creating positive outcomes for both nonprofit organizations and participating brands.
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