Annual and Corporate Responsibility Report 2015

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Initiatives undertaken as part of Objetivo Bienestar in 2015
El Estirón became Objetivo Bienestar Junior
In March 2015, El Estirón,
the Atresmedia Corporate
Responsibility campaign to
promote healthy living among
children, became Objetivo
Bienestar Junior. Since then,
its name has changed but its identity has remained
the same and it has become an initiative within
the Objetivo Bienestar Corporate Responsibility
campaign. With this merger, the El Estirón project
takes on a broader role and gains a higher profile,
thanks to the synergy with the media resources and
representatives of Objetivo Bienestar.
4th edition of De Marcha with Objetivo Bienestar
Junior
For the 4th consecutive year, Atresmedia , through
Objetivo Bienestar Junior, held its De Marcha event at
the Warner Park in Madrid, a large-scale family event
with two goals: health and fun. Hundreds of families
took part in this 2.3 km walk designed for children
where the aim was to highlight the importance of
physical exercise to children and promote ideas to
help them grow up healthy.
Broadcasting of content on healthy living habits on
Atresmedia and Nova
The strength of the Objetivo Bienestar campaign lies
mainly in the broadcasting, through its own spaces,
of advice that helps society to adopt healthy living
habits. For this, in addition to the television spots
broadcast daily on Atresmedia, the campaign has
its own weekly sections in the Espejo público and Tu
tiempo programmes, as well as a programme on Nova
which is aimed at both adults and children.
3rd edition of the Coles Activos awards
Objetivo Bienestar Junior held the 3rd edition of the
Coles Activos awards. The awards seek to recognise
the schools that encourage children to think about
how to grow up healthy, through initiatives and
projects filled with originality and fun.
Almost 100 schools across Spain participated in this
new edition and there is more interest among the
educational community each year.
1st Objetivo Bienestar Conference
In May, the 1st Objetivo Bienestar Conference took
place at the WorldTrade Centre in Barcelona. The
event was attended by writers and broadcasters of
the status of Elsa Punset, Walter Riso, Risto Mejide,
Rafael Santandreu, Jandro, Mónica Esgueva, Ramiro
Calle, Javier Iriondo, Edurne Pasabán, Gaspar
Hernández, Enrique Rojas and Pedro García Aguado,
who emphasised the key points for achieving good
mental health.
El Estirón is
now Objetivo
Bienestar Junior.
Winners:
Best initiative in nutrition: Maestro Manuel Aparcero
School in Chipiona (Cadiz).
Best initiative in physical activity: Kolbe International
School in Villanueva de la Cañada (Madrid).
Best creative initiative : San Gregorio- Nuestra
Señora de la Compasión School in Aguilar de Campoo
(Palencia).
Best global initiative: Madres Concepcionistas School
in Madrid.
ATRESMEDIA | ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 | SOCIETY | 174