Looking beyond the media coverage, in 2013 a host of activities have
takenplaceaspart of
El Estirón
, to reinforce themessageandencourage
society tobecome involved in this cause.
TheMinistryof Health andAtresmedia come
together tofight childhoodobesity
Atresmedia
and the Ministry of Health, Social Services and Equality are
committed to jointly implementing awareness-raising initiatives in the
areaof preventing childhoodobesity.
This commitment has led to the signing of a collaboration agreement
by theMinister, AnaMato, and the Chief Executive of
Atresmedia
, Silvio
González, to carry out different activities together as part of
El Estirón
.
For example, it involves communication projects tomake society aware
of how important it is to eat properly, take exercise and adopt a healthy
lifestyle.
Good response to the first 'ColesActivos
Awards'
In 2012
Atresmedia
launched theColes Activos initiative, designed to in-
volve schools in
El Estirón
's mission and to recognise good practices in
schools to fight against childhood obesity. To do this, it teamed upwith
thePadres yColegios publication and thewebsite
Thanks to this campaign, more than 75 'Coles Activos' (active schools)
were identified in 2013, each working proactively to encourage healthy
habits among its pupils andmeeting requirements such as reporting on
the food served in their canteens, promotingactivebreaksandencourag-
ingpupils todrinkwater and eat fresh fruit.
'ColesActivos
Awards' of El
Estirón.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
Society
149
