In 2023, bTV Media Group implemented the first edition of Green Week, a new ESG initiative to address climate impacts. The project is part of the well-established social brand "The Good Example" and aims to draw consumers' attention to sustainable practices and good examples of environmental protection. The growing demand for responsible living is becoming increasingly important for every society. That is why Green Week is a strategic initiative on a pan-European level and includes in its scope media groups from the large CME family in Central and Eastern Europe - Bulgaria, the Czech Republic, Slovakia, Slovenia, Croatia and Romania, which, in addition to their communication resources and activities, also reach consumers through the personal example of thousands of employees.

50 million TV, radio and digital audience is the overall target group of the project in 6 countries of Central and Eastern Europe, and in Bulgaria it is all consumers aged 4+ who are users of bTV Media Group content or are reached by the campaign's word-of-mouth marketing messages.

From 5 to 10 June 2023, bTV Media Group dedicated a large share of its on-air, digital and radio content to Green Week. The project was launched on World Environment Day, 5 June, and runs until 10 June 2023. During this time period, environmental messages and activities with specific examples and models for an environmentally friendly lifestyle were launched and implemented under the motto "Responsible to Nature Together".

bTV Media Group team analysed, developed and presented a variety of aspects and topics that affect the climate - food, fashion, energy and water, transport, pollution and plastic waste, leisure time in nature for the whole family. In the broadcasts and across all digital platforms, radio stations (bTV Radio Group) and social networks, the media group shared at a meaningful level interesting stories, guest appearances, facts and tips, and through useful information on what consumers can do in their daily lives, addressed the significant topic of reducing the carbon footprint. News and program presenters, employees from various bTV departments got involved by personal example. They collected and recycled unwanted electronic devices, contributed to limiting carbon emissions by using public or electric transport, breathed new life into used clothes and shared ideas for responsible consumption. On 9 June, a national meeting of the partners of Let`s Clean Bulgaria Together took place, launching the largest volunteering initiative in Bulgaria in 2023. The project also celebrated the birthdays of bTV and NJOY radio in an environmentally friendly way.

3350 CME employees from Bulgaria, the Czech Republic, Slovakia, Slovenia, Croatia and Romania participated. More than 25 reportages were broadcast in Bulgaria in bTV News, This Morning, Before Noon and COOLt: How to become a farmer in the city; How to be well dressed for little money, etc. More than 10 interviews in bTV Radio, Jazz FM and N-JOY, 50 articles in btvnovinite.bg, businessnovinite.bg, ladyzone.bg, more than 10 viewers` interactions in "I, The reporter". 10 fiction and documentary series were broadcast on bTV, bTV Cinema, bTV Action, bTV Comedy, as well as Voyo.bg's Green Week selection. The 11th edition of Let's Clean Bulgaria Together was launched. 500 clothes were donated to BRC, 3000 kg of electronic devices for recycling. The messages reached 2.5 mln. viewers in Bulgaria.