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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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SOCIETY
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158
2015 El Estirón (Objetivo Bienestar Junior) Challenges
1.
To reinforce collaboration with the government in promoting healthy habits.
2.
To increase the number of schools participating in the Coles Activos Awards.
C
HALLENGES
New record with more than 9,000 participants
De Marcha con El Estirón (On
the move with El Estirón)
For the third consecutive year, par-
ents and children attended 'De Mar-
cha con El Estirón', and took part
as a family in a non-competitive
run that ended with a party at the
Warner Park Madrid, where they en-
joyed a day out on the attractions.
This year there was a very special
guest: the dog Pancho.
New dance academy at
Micrópolix
In 2014, El Estirón launched a new
attraction in the educational leisure
park Micrópolix in Madrid, where it
has been present since 2012. This is
the "Muévete con El Estirón" dance
academy, where the little ones can
have a good time dancing and hav-
ing fun enjoying a healthy habit.
Awareness campaigns run
jointly with the Ministry of
Health, Social Services and
Equality
Three awareness campaigns were
run in 2014, within the framework
of the agreement signed in 2013 be-
tween Atresmedia and the Ministry
of Health, Social Affairs and Equal-
ity, through Agencia Española de
Consumo, Seguridad Alimentaria y
Nutrición (Spanish Agency of Con-
sumption, Food Safety and Nutri-
tion, AECOSAN), to promote healthy
habits. The messages broadcast
were focused on the need to do a
minimum number of hours of phys-
ical activity each day, dancing as a
healthy and fun activity for children
and best practice when handling
food to ensure correct food safety.
El Estirón has its own
programme on Nova
El Estirón has its own programme
on the television channel Nova. The
space, presented by Ainhoa Arbizu,
promotes healthy habits in children
and their families through fun reci-
pes, nutritional advice and original
recommendations for staying in
shape, among other content. It is
broadcast every fortnight on a Sun-
day.
El Estirón has a website (antena3.com/
elestiron) that offers information about all the
activities conducted in the campaign, as well
as recommendations about healthy habits and
a specific section for resolving any doubts.