RMB and RESSOURCES Partner
How can the media support the circular economy and reuse actors in Belgium? RMB provides a concrete answer with a new structural agreement signed with the RESSOURCES Federation. Together, the two partners are launching a more responsible communication approach aimed at increasing the visibility of social and circular initiatives to the general public through high-impact TV and digital campaigns.
When Advertising Shifts the Lines
Today, more and more advertisers are seeking media solutions that combine visibility, usefulness, and measurable positive impact. Responsible advertising becomes a real lever to support economic and societal transitions.
For several years, sustainability has been part of RMB's strategic focus. With its Blue catalog, our advertising department develops more responsible communication solutions designed to reduce certain impacts and highlight meaningful initiatives. Discover in detail the main pillars of RMB's sustainable commitment.
Our department's approach is part of a collective progress logic, where media, brands, and partners build campaigns with positive influence, more attentive to their footprint and societal usefulness.
It is in this dynamic that RMB today establishes an unprecedented structural partnership with RESSOURCES to support the visibility of social and circular economy actors in Belgium.
Reuse deserves more visibility
The circular economy is based on a simple principle: extend the life of goods and materials rather than producing more. Reuse, repurposing, recovery, and more responsible consumption are essential habits in the current transition.
In Wallonia and Brussels, the RESSOURCES Federation brings together social enterprises active in reuse. Its members create sustainable local jobs, develop integration pathways, and actively contribute to resource preservation.
For RESSOURCES, enhancing media access also helps amplify economic models that prioritize social and environmental impact over profit logic.
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This partnership between RMB and the RESSOURCES Federation reflects a strong conviction: media visibility should not be reserved only for organizations with the largest budgets. Social and circular enterprises, like the rest of the social economy ecosystem, offer concrete, useful, and innovative solutions for our society. Providing them enhanced media access helps rebalance economic discourse and gives more voice to those who create impact before profit.
Four Key Moments to Raise Awareness
The partnership between RMB and RESSOURCES is based on two complementary axes: supporting marketing campaigns led by RESSOURCES and deploying support systems for Federation members to amplify the visibility of their actions through RMB's media.
In 2026, four major communications will mark this collaboration. The first TV and Inread campaign raises public awareness about solidarity reuse with a clear message: "When you no longer want it, don’t sell it, give it away!". This campaign, already underway, is running on RTBF (La Une, La Trois, RTBF Actus), France TV (France 2, France 3, France 5), and LN24.
The upcoming highlights will showcase the online sales site LaRécup, the circular textile sector, and the habit of giving more responsible gifts during the holiday season. These campaigns will be broadcast on television, digital platforms, and social media with a focus on responsible media space promotion.
Through this collaboration, RMB confirms its ambition: to help advertisers and committed actors build communication that is more responsible, more visible, and more beneficial to society.