Elias Printz
Co-founder & head of marketing
About
Advertising as an accelerator of the transition
Changing consumption habits by using advertising as a lever towards a more sustainable and fairer world.
+7M
views of committed brands' ads
+75 000 €
used to support non-profits
+20 000
ads analyzed by our AI tool since 2023
Our story
From student app to anti-greenwashing AI
GiveActions was born in 2017 on the ULB campus: an app where watching ads funded non-profits. 50,000 users, 60 supported projects and 40 advertisers later, the idea had proven itself.
In 2022 we extended the approach to Belgium's major media for committed SMEs: preferential-rate diffusion, campaigns framed by our charter and independent committee.
In 2024 we ran Greenlight, the first national greenwashing study, with RMB and JCDecaux, and built the tool that made it possible. In August 2025 that tool became Alios, open to everyone in beta.
The rest of the story is still to be written, maybe with you.
Our team
Three profiles, one shared obsession
Maxime Van der Meerschen
Co-founder & head of sales
Gaspard Merten
Co-founder & head of IT development