Positive advertising is a new advertising concept. These are advertising spots in which:

• Advertising campaigns are selected according to their societal impact. Based on an independent ethics committee and our charter. Positive advertising is therefore reserved for so-called responsible brands.
• A percentage of the advertising budget (10 to 20%) is donated to an association.

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First, let's look at the motivations behind the creation of this concept. We will then analyze how it works in more detail.

Why do you want to change the world of advertising?

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Let's not hide our faces. Especially as an advertiser. Advertising has a role to play in current climate and societal challenges. It is at the origin of the creation of needs and overconsumption. It has allowed large groups to establish themselves as market leaders. Even if they destroy the planet and/or exploit workers.

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However, advertising is still essential in our current society. First of all, so that we, as citizens, have access to numerous free services. Like the press. Countless jobs are also at stake. And for brands, it is an essential tool to make themselves known.

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So we are of the opinion that the company needs new advertising. Better advertising. That gives meaning. To consumers, brands, advertisers and the media. An advertisement that only highlights brands that deserve it. Excluding all those that have a clear negative impact on the planet and society.

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And advertising that supports associative projects. To prove his commitment. To encourage consumers to discover the advertising message. And to have a positive impact. Quite simply.

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What does positive advertising look like?

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Positive advertising is now only in video format (but we are working to extend it to other formats, such as radio). Concretely, during a commercial, we tell Internet users that by watching the entire advertisement, an association will be financed. You can find an example hither

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Where is this positive advertising?

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It can be found on our partner media. Today, mainly in Belgium. On media such as RTBF (and all their platforms including Auvio), LN24, NRJ Play. But also on the Rossel group's media (Le Soir, Sud Presse, etc.).

In France, we are present via the Rossel group's media. New partnerships will soon be concluded.

It can also be used programmatically.

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‍How are advertisers selected?

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The advertisers are selected by an ethical selection committee. Which is based on a charter, available on this site. Indeed, we are completely transparent on this subject. The committee is composed of people who are independent of GiveActions and come from various sectors: academic, advertising, sustainable finance and social entrepreneurship.

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Concretely, there are three steps:

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1. The committee is looking to see if there are no activities that are said to be refused. Namely, activities that have an unacceptable negative impact on the planet or society. For example, oil extraction, aggressive tax evasion activities, water privatization, etc. A non-exhaustive list can be found on our charter.
   If a company carries out even one of these activities, it will not be able to use positive advertising. It is automatically excluded.
   
   
2. The committee then analyzes the activity that the company wishes to highlight (its communication campaign in other words). The activity must have a positive impact on the planet, society, culture or health. A non-exhaustive list can also be found on our charter.
   
   
3. The committee held two votes. One vote for stage 1 and one for stage 2. If both votes get a majority, the company can then use positive advertising to promote the activity in question.
   
   

Attention, an agreement is valid for a brand AND a highlighted activity.

For example, an energy company could be allowed to use positive advertising to talk about renewable energies. But not to promote natural gas. To be able to communicate on natural gas, the committee will have to hold another vote.

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Why use positive advertising as an advertiser?

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Positive advertising meets two major challenges.

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First, it allows accepted brands to stand out from the crowd and differentiate themselves. In fact, it meets a clear marketing challenge. Attracting the attention of Internet users. By giving them a positive experience. Because it is by watching advertising that Internet users can support an association. This therefore gives consumers an incentive. It is no coincidence that marketing results are much better with positive advertising (voluntary viewing rate 50 to 100% higher).

Second, it makes it possible to have a positive impact through advertising. Because 10 to 20% of the advertising budget finances an association of the advertiser's choice. We have a whole list of partner associations in various fields. But we can also support an association with which the advertiser is already in contact.

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For responsible brands, it's a way to add a layer to their commitments. Even with advertising, they are committed. It is an additional guarantee. Who speaks to consumers because the concept involves them.

GiveActions and its committee also play the role of trusted third parties. Internet users are assured that advertisers who use positive advertising (who have obtained the label in other words) are good organizations. And that they can be trusted in terms of their impact.

So we communicate with our media partners about this concept of positive advertising (and about the label, because that's how Internet users see this concept) so that it is understood by everyone.

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What are the results of positive advertising?

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When using the skippable format, the viewing rate is 50 to 100% higher. Positive advertising is indeed very effective when it comes to skippable ads, because the Internet user has an incentive to watch it.

The click-through rate is also generally higher, up to 1.5x higher than the media average. Our campaigns increase CTR up to 5%. For a primarily awareness channel, it's not bad at all.

Not to mention the positive image associated with the advertiser's brand.

And the positive impact of the campaign because 10 to 20% of the budget finances an association.

With positive advertising, everyone comes out a winner. Except brands that we refuse. But that's fine 😉 Because it allows accepted brands to really stand out from the crowd through advertising.

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