Carbon footprint reduction and raising awareness (VMM)

The Context
The ‘Vlaamse Media Maatschappij’ (VMMa) is the parent company of VTM, the first Flemish commercial television station. Today the company runs several radio and television stations such as 2BE, JIM, Vitaya, Q-music and JOE FM.

The Challenge
How to become a pioneer in sustainability and to motivate all 600 employees to get involved? Furthermore: can VMMa play its part in raising awareness with the general audience about sustainable life style choices?

The Trajectory

  • First Chanel. Futureproofed calculated a scope 1, 2 and 3 carbon footprint and mapped the CO2 reduction opportunities.

  • Second Chanel. We gave VMMa a selection tool to focus on the most interesting reduction opportunities in terms of CO2 reduction, finances, comfort, visibility and feasibility.

  • Third Chanel. VTM had a ‘green week’ during which Belgian television personalities such as Jeroen De Pauw, Dina Tersago and Francesca Vanthielen mobilised viewers to make small, sustainable changes in their lifestyle. For this we calculated the carbon footprint of a typical Belgian family, we delivered, presented and discussed TV content ideas, including a race between a Tesla Roadster and a Porsche driven musician/pilot brothers Koen and Kris Wauters.

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Results and Resolutions
Using the results of the carbon mapping, VMMa identified the biggest reduction opportunities to start reducing CO2 emissions in the most effective way.

Country: Belgium
Client: Vlaamse Media Maatschappij
Sector: Audiovisual/Media
Services: Carbon & environmental management; Sustainability storytelling & awareness
Year: 2010

Related links
Medialaan (previously Vlaamse Media Maatschappij)