This week’s good new round-up highlights bold moves that prove business can do well by doing good.
From Citroën transforming its ad spend into safer roads for rural communities, to Decathlon making sports equipment free and accessible in Czech parks, and a global journalism initiative amplifying public demand for climate action — these stories show the power of purpose-led innovation driving real impact.
Here are three positive stories from the week of June 16 – 22, 2025.
Citroën swaps ads for safer roads in rural France
In a clever twist on brand purpose, French carmaker Citroën is turning its advertising budget into a force for good — by replacing unsafe, outdated speed bumps in small towns across France. Rubber speed bumps have technically been banned since 2009 due to safety concerns in wet conditions, yet many still exist because local councils can’t afford to upgrade them.
Teaming up with agency BETC, Citroën is rolling out ‘Bumpboards’ — white, regulation-compliant branded speed bumps that double as traffic-calming measures and subtle advertising. The initiative launched in Issoire, a town in central France, and over 34,000 municipalities have been invited to register for the scheme, which will run for the next five years.
“This isn’t a business-driven idea,” said BETC MD Medhi Benali. “But rather a way to demonstrate that it is possible to contribute to the wellbeing of the people on the road, help the small towns where most of our customers live, and do a little bit of advertising for the brand in the meantime.”
Read more about it here.
Decathlon brings free sports gear to Czech parks with smart lockers
Decathlon has teamed up with Czech startup YourLOX ® to make sport more accessible by launching smart lockers in outdoor spaces across the country. These so-called “LOXs” allow people to borrow sports equipment — completely free of charge — for up to 90 minutes, using only their mobile phone.
The pilot project is rolling out at parks, playgrounds and waterfronts, with equipment on offer including footballs, rounders bats and badminton sets. The initiative is designed to encourage spontaneous play and help more people enjoy physical activity in their local green spaces.
“Thanks to the LOXs located mainly next to the playgrounds, nothing will stand in the way of athletes,” said Decathlon’s Customer Experience Leader Jan Černý. “This project is also another step towards our long-term strategy in the field of sustainability and circular economy. We are proud to support equipment sharing and reduce waste. Sometimes you just need to borrow equipment – less is more.”
Read more here.
The 89 Percent Project: Amplifying the silent majority calling for bold climate action
While most voters worldwide want stronger climate policies, many politicians remain unaware of this widespread support. The 89 Percent Project, launched by Covering Climate Now (CCN), aims to change that by making public backing for climate action impossible to ignore.
Research shows that 89% of people globally want their governments to take bolder steps on climate change — yet many hesitate to speak up, mistakenly believing they are in the minority. This phenomenon, known as ‘pluralistic ignorance,’ keeps people silent and stalls collective action.
This project is bringing together some of the world’s leading newsrooms to amplify these voices, reframing the climate conversation from one of division to one of shared purpose. Stories under the 89 Percent banner have so far reached hundreds of millions of people, with the campaign set to continue through COP30 and beyond.
“Share these stories with as many people as possible, including political leaders,” says Mark Hertsgaard, CCN co-founder. “Most government officials don’t realise how strongly their constituents support climate action.”
You can learn more about the initiative here.
