Third editionof theCreaCultura campaign
In 2013,
Antena 3 Televisión
has continued its defence of copyright with
the third edition of the Crea Cultura campaign, launched in 2011 to fight
against piracy, support creativity and raise awareness among viewers
about the importanceof legallydownloadingmultimediacontent suchas
videos, music, books and programmes found on the internet. The initia-
tivehas involvedvariousactionssuchas, for example, includingawarning
message in the copyright of all national fiction series and corporate tran-
sition pages and a pre-roll on the
website and on
entertainment programmes.
Antena 3's social action campaigns havemanaged to raisemore than
€2,060,000 tohelp alleviate social problems such as childpoverty
andevictions.
Atresmediahasbeenawarded theGoldMedal by theRedCross
for "itsefficient andcommendablework inpromoting initiatives for
cooperationand the social integrationof vulnerablepeople", thanks to
initiatives suchasPonleFreno, El EstirónandHazteEco, and its support
for organisationsworking tohelp themost underprivilegedgroups.
2014objectives
Theorganisationhas set new social actionobjectives for 2014,which lend
continuity to certain initiatives and involve launching new ones tomeet
the needs of today's society.
PonleFreno2014Objectives
Launch a campaign to achieve zero fatalities in 2020.
PromoteRoadSafety.
New studies onRoadSafety.
El Estirón2014Objectives
Launch the second editionof the 'ColesActivos' initiative.
Create an awareness campaign about the need todo anhour of physical activity everyday.
FundaciónAtresmedia2014Objectives
Strengthen the indicators system.
Continuewith theStrategicPlan's complementary educational initiatives, under the scopeof
‘Juntos por la educación’ (Together for education).
Continuewith thepersonalised visits tohospitals andministries inother Autonomous
Communities, inorder tounderstand the needs of each centre and improve thequalityof the
Hospital AssistanceProgramme.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
Society
161
