Sustainability, as a notion and as a practice, has been widely discussed and researched in the scientific community, but the study of its promotion is rather under-evaluated. This paper focuses on the role Cultural and Creative Industries (CCIs) can play as communication channels, promoting the implementation of sustainable development. The CCIs are able to distribute content to wide numbers of different audiences, as they cover a variety of cultural sectors and therefore interests—from literature to film and video games, from opera to popular and traditional music, etc. The paper focuses on the case study of Greece—as a country rich in cultural resources and as a popular tourist destination. Greek CCIs address messages to both Greek people and a big number of tourists, formulating powerful channels with strong cultural and social impact. By examining, through content analysis, the sustainability messages uploaded by ten influential Greek CCIs on their social media accounts, and specifically Facebook, during 2022, this paper underlines certain good practices of CCIs as communication channels promoting sustainability both as a crucial contemporary need and most importantly as a life value.