Traditional Media for positive change

January 31, 2022

The first month of the year is usually a time for reflecting on what has been accomplished in the one passed. As it is nearing the end of January, we have contemplated what happened in the media world last year taking a special interest in the Holiday season.

For many people, this season is a period of festivities, and excess. But it can also be a time for generous giving and not just to our loved ones. Christmas season is known as the giving season, and it is a crucial period for the charity sector. According to Network for Good, ⅓ of annual giving happens in the month of December. 

As non-profit organizations have high expectations of this season, one of the most important things is visibility. And during this time of the year, it’s safe to say that a lot of eyes are on TV screens. Television plays a key role in getting people in the festive mood. According to an RTL AdConnect study in collaboration with Sociovision, 33% of Europeans consider traditional media as a source of inspiration for Christmas. 

TV plays a key role in bringing together lots of people and inspiring them to donate”

© Philippe Jaumain, Brand Communication Director, RTL Belgium

Television’s strong reach and engaging content can really help raise awareness around social and environmental causes, whilst supporting charities to reach more people. As Philippe Jaumain, Brand Communication Director at RTL Belgium, highlighted in a recent interview for the latest TV Key Facts report, the broadcasting of such initiatives is “responsible for inspiring people to donate.” And this is needed now more than ever in a time marked by Covid-19. 

While working on ’Pièces Rouges’ (red coins), a Belgium Charity project aiming at collecting pennies that are donated to fund cancer research, via Télévie ( a Belgian TV show), Bérénice Bourgueil experienced first hand how traditional media can be agents of change by supporting and giving visibility to positive initiatives. 

The Belgian TV personality explained this phenomenon in her TVKF interview. “Media is a powerful tool in engaging with hearts and minds. Radio is particularly effective because of its intimacy – you accompany listeners from the moment they wake up until they go to bed. However, it’s a double-edged sword – this intimacy means that presenters take on an almost evangelical role. Equally, media can be used to spread awareness of important causes. At Télévie, we try to highlight the power of togetherness and give the stage to those in need to explain what a difference donations make to their personal lives. Media acts as an amplifier for awareness on important social causes and we have to harness this power.”

© Télévie

During the festive season, RTL’s channels all over Europe graced their viewers with an enchanting programming full of Christmas classics. But they also joined hands with several charities to promote good causes.

RTL Project Smile 

This fundraising campaign supports the Children’s Hospitals of Orange Foundation. From november to december, the programmes, channels and talents of  RTL Nederland contributed to raise funds that went to research and projects to improve the well being of sick children.

Hungarian Interchurch Aid’s 26th annual Advent fundraising campaign 

RTL hungary’s channel RTL Klub broadcast a special live fundraising programme to help people learn about the charity, its volunteers and the positive influence it has on the local community. This special show also encouraged people to donate. 

Everyone has the right to non-discrimination  

The purpose of this campaign, which targeted Croatian citizens, was to raise awareness of the problems faced by certain minorities and remind them that everyone has the right to freedom and security. On this occasion, on the 10th of December 2021, all of RTL Croatia’s channels were branded to show support to this campaign.

10,000 stars  

This charity project carried by Radio Contact’s 16/20 team aims to sell 10,000 decorations in a month and then donates the profits to the charity “Pêcheur de Lune” whose purpose is to support unprivileged children and help them spend a normal Christmas. It also shows us that just like TV, Radio is a mass media able to spread a positive influence. 

In our evolving society, it’s very likely that the social and environmental role of the media will also continue to develop. We look forward to seeing traditional media come up with new initiatives and projects to support social causes.

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