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 like 2BE, JIM, Vitaya, Q-music and JOE FM. One of the priorities of Peter Quaghebeur, managing director, is to transform VMMa in a sustainable pioneer. And that’s where we come in...

Challenge
Our main challenge was to help identify opportunities to reduce CO₂ in an efficient and profitable way. Therefore we needed to get a clear view of all direct and indirect carbon emissions of VMMa.
Another challenge was how to motivate all 600 employees to get involved, because making a carbon footprint and reducing the carbon emissions is only possible if everybody is on board.
And last but certainly not least: everyday VMMa reaches millions of people. A big opportunity to really make a difference, even though this lies beyond the own scope of the company.

What we did
• We calculated a complete scope 1, 2 and 3 carbon footprint, according to the Bilan Carbone method and then mapped and prioritized all possible CO₂ emission reduction opportunities.

• For the employees of VMMa we are developing practical, hands-on guidelines on the intranet on what they can do to really make a change, both in their workplace and at home.

• VMMa has participated in the 1010-project, a British initiative with the ambition to get people, companies and organizations to reduce their carbon emissions by 10% in 2010. To achieve this, Flemish television personalities appeared on ‘De Groene Stip’ during the 'Groene week' of VTM, in prime time, calling the viewers to take action now! Missed it? Check out the videos on the website: http://vtm.be/1010.
During the same week, Koen and Kris Wauters also accepted Serge's challenge: a drag race between old and new, between a Porsche and a (electric) Tesla Roadster. Koen Wauters in the Porsche, Kris in the Tesla Roadster. Curious? Soon online here!
And VMMa made a calendar with the pictures taken during the recording of ‘Missie Amazone’ with Rob Vanoudenhoven. All profits of the sale of this calender will be invested in the Amazon Rainforest by WWF. You can order it here.

Result
Yes, VMMa has identified the biggest opportunities to reduce CO₂ emissions in an efficient and profitable way. Check: 600 employees now have a broader view on climate change and can start reducing their carbon footprint. And yes, millions of people in Flanders have been encouraged to take action today and reduce their CO₂ emissions by 10% before the end of 2010!