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ATRESMEDIA
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EXECUTIVE SUMMARY
— CORPORATE RESPONSIBILITY 2014
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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 habits and physical activity to prevent obesity and
its associated illnesses.
2014 Initiatives
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.
2nd edition of the Coles Activos
awards
El Estirón held the second edition of
the Coles Activos awards, with the in-
tention of recognising the centres that
promote original and fun initiatives
among their students in order to help
them grow up healthy.
Almost 100 schools across Spain took
part in the event. A committee of ex-
perts was responsible for selecting the
winning schools.
In order to make Coles Activos possi-
ble, El Estirón once again teamed up
with the "Padres y Colegios/Parents
and Schools" publication and the web-
site scholarum.es, the leading school
comparison and search site in Spain.
Winners
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Best initiative in nutrition: Colegio Santo Domingo de Guzmán (Aranda de Duero, Burgos)
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Best initiative in physical activity: IES Ribera del Arga, de Peralta (Navarre)
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Best creative initiative: Colegio La Devesa (Carlet, Valencia)
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Best global initiative: Colegio Público San Xoan de Filgueira, Ferrol (A Coruña)
La Asociación de Deportistas (The Athletes' Association) and El
Estirón unite to promote sporting values
Atresmedia has joined the 'Sports&Trops' project from the Athletes' Association
with the broadcasting of various audiovisual spots and reports in which profes-
sional athletes and ex-athletes share healthy habits such as a balanced diet, and
values inherent to sport such as companionship, dedication, teamwork and the
desire to excel.