El Estirón:
ideas for healthydevelopment
Highlights
_ Atresmedia and the Ministry of Health come together to fight
childhoodobesity.
_ First 'ColesActivosAwards'.
_ Recordparticipation in the second editionof the ‘DeMarcha con
El Estirón’ initiative.
_ El Estirón launches its new video clip and choreography called
‘Muévete’.
Good eating habits and physical activity are the foundation for ensuring
that childrengrowup tobehealthy. As a result,
Atresmedia
launched the
El Estirón
campaign in 2011, aimed at children and designed to help pre-
vent obesity and all its associated illnesses.
In 2013
El Estirón
underwent an image make-over, resulting in a new,
fresher, more modern and attractive image, helping to raise awareness
among families about the importanceof instillinghealthyeatinghabits in
their children and encouraging them to take regular physical activity to
protect their health.
The initiativehas thebackingof amultidisciplinarycommittee, composed
of experts inmedicine, sports, nutrition, psychology and education, and
this acts as a technical advisorybody.
Since its launch, all of
Atresmedia
'smediachannelshavebeen involved in
this initiative throughbroadcastingadviceonhealthyeatingandphysical
activity.
Nova
alsohas aweeklyprogramme about the issue.
El Estirón
's website
) offers lots of helpful infor-
mation on all the initiatives being carried out, and recommendations on
healthy habits, a special FAQ section and the
Sello de El Estirón
section
that recognises the organisations, businesses, campaigns and initiatives
promotinghealthyhabits among children.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
Society
148
