Executive Summary - CR 2014

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ATRESMEDIA | EXECUTIVE SUMMARY — CORPORATE RESPONSIBILITY 2014 | 48
New initiatives receive the ‘El Estirón
Recomendado’ (Recommended by El
Estirón) seal
El Estirón continues its work to recognise the
healthiest initiatives through its ‘El Estirón
recomendado’ seal. In 2014, various projects
were rewarded, such as the story ¡Qué divertido
es comer fruta! (What fun it is to eat fruit!) by
Doctor María Teresa Barahona, and the Centro
de Profesionales de Nutrición y Actividad Física
(Professional Centre of Nutrition and Physical
Activity, PRONAF) for its work treating excess
weight and obesity and the advice it offers to the
El Estirón campaign.
All the projects receiving the ‘El Estirón Recomendado’ seal can be found on
New record with more than 9,000 participants
De Marcha con El Estirón (On the
move with El Estirón)
For the third consecutive year, parents and
children attended 'De Marcha 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 enjoyed 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 Ma-
drid, where it has been present since 2012. This
is the "Muévete con El Estirón" dance acade-
my, where the little ones can have a good time
dancing and having 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 between Atresmedia and the
Ministry of Health, Social Affairs and Equal-
ity, through Agencia Española de Consumo,
Seguridad Alimentaria y Nutrición (Spanish
Agency of Consumption, Food Safety and
Nutrition, AECOSAN), to promote healthy
habits. The messages broadcast were fo-
cused on the need to do a minimum number
of hours of physical activity each day, danc-
ing as a healthy and fun activity for children
and best practice when handling food to en-
sure correct food safety.
El Estirón has its own programme on
Nova
El Estirón has its own programme on the tel-
evision channel Nova. The space, presented
by Ainhoa Arbizu, promotes healthy habits in
children and their families through fun reci-
pes, nutritional advice and original recom-
mendations for staying in shape, among other
content. It is broadcast every fortnight on a
Sunday.
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.
CHALLENGES
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.