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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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SOCIETY
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156
El Estirón: ideas for healthy
growth
El Estirón
, now
Objetivo Bienestar Junior
, is the
Atresmedia
campaign
aimed at the younger population in order to promote healthy eating hab-
its and physical activity to prevent obesity and its associated illnesses.
Monitoring of the 2014 El Estirón Challenges
Challenges
Level of compliance Comments
Launching of the second edition
of the Coles Activos awards
More than 100 schools took part
in the second edition of the Coles
Activos awards.
Launching of an awareness
campaign about the need to
perform one hour of physical
activity every day.
Broadcasting of a spot in
collaboration with the Ministry of
Health, Social Affairs and Equality to
raise awareness about the need for
exercise.
HIGHLIGHTS
1.
Almost 100 schools took part in the 2nd edition of the Coles
Activos (Active Schools) awards.
2.
More than 9,000 people attended ‘De Marcha con el Estirón’,
a new record participation.
3.
Atresmedia and the Ministry of Health, Social Affairs and
Equality jointly launched three awareness campaigns.
4.
The dance academy "Muévete con El Estirón" was launched at
Micrópolix.
5.
New initiatives received the ‘El Estirón Recomendado’
(Recommended by El Estirón) seal.
6.
El Estirón has its own programme on Nova.
The work of
El Estirón was
recognised
in 2014 with
the Placa de
Bronce de la
Real Orden del
Mérito Deportivo
(Bronze Plaque
from the Royal
Order of Sports
Merit), awarded
by the Ministry
of Education,
Culture and Sport.