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ATRESMEDIA

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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014

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SOCIETY

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154

2014 Ponle Freno Initiatives

3.0 Road Safety Conferences

In 2014, a new edition of the 3.0 Confer-

ence was held, aimed at reflecting on the

key aspects of road safety. On this occa-

sion, the meeting focused on the ‘2020

Cero Víctimas’ objective and involved

experts on the issue and representa-

tives from various groups such as bikers,

cyclists and drivers, who discussed the

most important measures to be adopted

by each of them in order to achieve the

proposed objective.

Winners

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AXA Award for innovation in matters of Road

Safety:

CIDRO

.

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Ponle Freno Junior Award:

Linares Council (Jaén)

.

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Ponle Freno Citizens Award:

Bienvenido

Nieto

, for its dedication over more than 25

years to traffic education and road safety.

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Award for the Best Road Safety Initiative:

Narón Council (A Coruña).

6th edition of the Ponle Freno

awards

The 6th edition of the Ponle Fre-

no awards once again recognised

the people, actions, organisations

and public authorities that actively

help to improve road safety in our

country. The award ceremony took

place in the Senate with the pres-

ence of the President of the Senate,

Pío García-Escudero and the Interi-

or Minister, Jorge Fernández Díaz,

among others.

'Good road education saves

lives'

As part of Ponle Freno, various

awareness campaigns have been

launched such as the usual ones for

the peak traffic periods of Easter

Week and summer. These ask peo-

ple to be cautious and responsible

when travelling on the roads. Ad-

ditionally, together with its strate-

gic partner Axa, Ponle Freno has

launched the awareness campaign

"Good education on the road saves

lives", which consists in the broad-

casting on the website and social

networks of four videos recorded

with a hidden camera which show

absurd situations seen in everyday

life but which also resemble hab-

its that regularly take place on the

roads. The campaign asked people

to share the videos to help them go

viral and spread the message.