maRadio.be

It was in 2020 that we began collaborating with maRadio.be, the consortium of French-speaking Belgian radios. At that time, maRadio.be wanted to launch an advertising campaign, which was broadcast on all French-speaking Belgian radios. Over time, our collaboration evolved, taking the form of consultancy, community management, but also and above all, public relations. 

A sustainable collaboration that makes sense, due to our particular connection with the media world. Thanks to our work, we have enabled maRadio and all its members to communicate more effectively and better manage the digital transformation of the radio world, particularly with the transition to DAB+. Over the years, we continue to raise awareness of maRadio in the media (both mainstream and sector-specific), their actions, as well as the studies it conducts on the radio landscape. 

In 2026, our collaboration reached a new milestone by demonstrating the power of PR in the service of the public interest. In light of the desire of certain car manufacturers to remove FM and DAB+ tuners in favour of paid internet subscriptions, maRadio.be entrusted us with a critical alert. In the European texts, the subject was of absolute dryness. Our role at Nonante Cinq was to deconstruct this jargon to launch a simple and impactful alert: “The number one media on the road is at risk of becoming paid!”.
The result was immediate. The campaign triggered a tidal wave in the press, placing the free access to information at the heart of public debate. This media echo quickly sparked a series of interventions in the various parliaments of the country, prompting the media ministers of the three Belgian Communities (French-speaking, Flemish, and German-speaking) to unite in a single voice. Belgium thus officially defended before the European Union the obligation to maintain radio receivers in all new cars. An impactful campaign that proves that a well-thought-out press strategy can raise awareness and shift the lines all the way to the top of the State.